Does other-affirmation increase self-directed exposure to and persuasiveness of a threatening anti-alcohol message?

Objective: Self-affirmation of personal values can reduce defensive responses to threatening health promotion messages, probably because it induces a positive and expansive view of the self. However, coping with threat is also an interpersonal process. We developed other-affirmation inductions that focus on values held by others. Two studies examined the effects of common affirmation inductions modified for other-affirmation: affirmation of a specific value (kindness) and affirmation of a personally chosen value.

Design: Randomized and controlled three-group (self-, other-, or no-affirmation conditions) single-factor design. Outcomes were time spent in self-directed viewing the message and self-reported outcomes that included intentions to reduce drinking, evaluations of the message, and risk perceptions.

Methods: Students were randomized to self-, other, or no-affirmation conditions and asked to read a threatening anti-alcohol message.

Results: Self- and other-affirmation increased message viewing time in Study 1. In both studies, other-affirmation increased self-reported outcomes, and study 1 showed this effect to be more prominent in females. In Study 1, the effects of self- and other-affirmation on message exposure were greater in participants with defensive coping styles, and other-affirmation effects were mediated by more positive views of others and their values. This mediation was independent of self-affirmation.

Conclusion: Other-affirmation increased self-reported outcomes and, in Study 1, reduced defensiveness to and improved viewing times to an anti-alcohol message. Other-affirmation could be useful, because it may be suited to particular subpopulations, such as females, and can be easily incorporated into mass-reach health communications. Statement of contribution What is already known on this subject? Self-affirmation of personally important values can reduce defensive responding to threatening health communications. Self-affirmation effects have been shown to be mediated by feelings of connectedness. What does this study add? Affirmation of personally important values in others can improve effects of a health communication. Other-affirmation effects may be greater in those with defensive coping styles. Other-affirmation was mediated by enhanced perceptions of others and their values.