Increasing Receptivity to Messages about E-Cigarette Risk Using Vicarious-Affirmation. Issue 3 (4th March 2019)

• Record Type: Journal Article
• Authors: Walter, Nathan; Saucier, Camille J.; Murphy, Sheila T.
• Is Part Of: Journal of health communication. Volume 24:Issue 3(2019)
• Page Start: 226
• Page End: 235
• Publication Date: 2019-03-04
• Subjects: Communication in medicine -- Periodicals; 610.14
• DOI: 10.1080/10810730.2019.1597951
• Languages: English
• ISSNs: 1081-0730

Abstract

Abstract : Empirical research has found that self-affirmation that precedes exposure to threatening information can reduce resistance and exert a positive effect on attitudes and beliefs. However, the effortful methods currently used to induce self-affirmation (e.g., writing an essay about an important value) limit its applicability. Informed by narrative persuasion literature, we present an experimental study designed to assess the potential of vicarious-affirmation (i.e., affirmation through a relevant exemplar in a fictional story) to influence perceived risk and behavioral intent among college-age electronic cigarette users ( N = 832). Similar to traditional self-affirmation, a story that affirmed its character (by winning an award) before introducing tobacco-related risk information, led to greater perceived risk and increased intentions to stop using electronic-cigarettes. Identification with the character led to more positive self-appraisal, which, in turn, reduced message derogation and enhanced perceived risk. We conclude by discussing the theoretical and applied implications of integrating narrative persuasion with self-affirmation theory.