Citation

Zhou S, Shapiro MA. Health Commun. 2016; 32(10): 1297-1309.

Affiliation

Department of Communication , Cornell University.

Copyright

(Copyright © 2016, Informa - Taylor and Francis Group)

DOI

10.1080/10410236.2016.1219931

PMID

27690636

Abstract

This study explores the effects of habitual health risk behaviors and self-activation on resistance to narrative persuasion. In two experiments, heavier drinkers were more resistant to an anti-binge-drinking narrative public service announcement (PSA) in which a binge drinker suffers a negative outcome. Specifically, heavier drinkers were more likely to generate counterarguments, unrealism judgments, and negative evaluations about the message compared to lighter drinkers or nondrinkers. However, activating self-concept when processing the persuasive narrative reduced unrealism judgments and negative evaluations, particularly among heavier drinkers. Self-activation also decreased perceived freedom threat among both heavier and lighter drinkers, which further led to higher perceived risk of binge drinking. Theoretical and practical implications are discussed.

Language: en