Reducing Resistance to Narrative Persuasion About Binge Drinking: The Role of Self-Activation and Habitual Drinking Behavior

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.

Acknowledgments

We are grateful to Lauren Alin, Krysta Brown, and Sunny Joo for their assistance with thought-listing content coding. We thank Prof. Marco Perugini for kindly providing the self-activation manipulation.

Funding

This work was partially supported by Cornell’s College of Agriculture and Life Sciences (CALS) Alumni Association via an Academic Enrichment Program Grant. The funder played no role in the collection, analysis, or interpretation of these data, in the writing of the article, or in the decision to submit it for publication.

Conflict of Interest

The authors have no conflicts of interest to report.

Additional information

Funding

This work was partially supported by Cornell’s College of Agriculture and Life Sciences (CALS) Alumni Association via an Academic Enrichment Program Grant. The funder played no role in the collection, analysis, or interpretation of these data, in the writing of the article, or in the decision to submit it for publication.