Reducing Resistance to Narrative Persuasion About Binge Drinking: The Role of Self-Activation and Habitual Drinking Behavior.
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.
a Department of Communication , Cornell University.
Shuo
S
Zhou
a Department of Communication , Cornell University.
Michael A
MA
Shapiro
D000328:Adult; D016739:Behavior, Addictive; D063425:Binge Drinking / Q000517:prevention & control* / Q000523:psychology; D005260:Female; D006801:Humans; D008297:Male; D033262:Narration; D010565:Persuasive Communication; D012649:Self Concept; D011795:Surveys and Questionnaires