Self-Affirmation Effect on Risk Perception and the Moderating Role of Self-Efficacy in Anti-Alcohol Messages

Milena Stanojlović Ph.D, Prof. Ubaldo Cuesta Cambra and Ph.D. Candidate Borja Paredes
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Milena Stanojlović Ph.D: Department of Audiovisual Communication and Advertising II, School of Communication Science, Complutense University of Madrid, Spain

Humanities Today: Proceedings Articles, 2023, vol. 2

Abstract: The beneficial effect of self-affirmation on the reduction of people’s defensive responses and the increase in message acceptance has been widely demonstrated in different health-related topics. However, little is known about the specific conditions in which self-affirmation strategies might be more effective. Our objective is to explore the interplay of self-affirmation and self-efficacy in the context of alcohol consumption. Recruited participants were randomly assigned to either a self-affirmation group or a no-treatment group and exposed to a video describing several consequences of alcohol consumption. Following the message exposure, participant’s drinking refusal self-efficacy was measured together with their perceived risk of daily alcohol intake. In line with our predictions, self-affirmed individuals who reported higher drinking refusal self-efficacy perceived daily alcohol consumption as a significantly higher risk than those who were assigned to the no-treatment condition. In contrast, for individuals with low drinking refusal self-efficacy, there was no significant difference in the perceived risk between the self-affirmed and the non-affirmed. We predicted and showed that self-affirmation influences the risk perception of daily drinking only for the people who reported higher drinking refusal self-efficacy. This indicates that self-efficacy could be an important factor that moderates the effect of self-affirmation in alcohol consumption domain.

Keywords: anti-alcohol campaigns; self-affirmation; self-efficacy; risk perception; persuasive communication (search for similar items in EconPapers)
Date: 2023
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Persistent link: https://EconPapers.repec.org/RePEc:eur:htprjr:26

DOI: 10.26417/ejser.v10i2.p178-186

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