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

  1. Stanojlović, Milena 2
  2. Cambra, Ubaldo Cuesta 2
  3. Paredes, Borja 4
  4. Lamprinakos, Grigorio 1
  5. Stavraki, Maria 3
  1. 1 3 Department of Marketing and Communication , Athens University of Economics and Business , Spain
  2. 2 1 Department of Audiovisual Communication and Advertising II , School of Communication Science, Complutense University of Madrid , Spain
  3. 3 4 Department of Psychology, Faculty of Education , University of Castilla-La Mancha Ronda de Calatrava , Spain
  4. 4 2 Department of Social and Organizational Psychology , National Distance Education University , Spain
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Revista:
Humanities Today: Proceedings

ISSN: 2821-8795

Año de publicación: 2023

Volumen: 2

Número: 1

Páginas: 49-62

Tipo: Artículo

DOI: 10.2478/HTPR-2023-0006 GOOGLE SCHOLAR lock_openAcceso abierto editor

Otras publicaciones en: Humanities Today: Proceedings

Resumen

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

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