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Increasing Receptivity to Messages about E-Cigarette Risk Using Vicarious-Affirmation.

Nathan Walter1, Camille J Saucier2, Sheila T Murphy3

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Vicarious affirmation through fictional stories can reduce resistance to health messages. This method increased perceived risk and intentions to quit electronic-cigarette use among young adults.

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Area of Science:

  • Psychology
  • Health Communication
  • Behavioral Science

Background:

  • Self-affirmation reduces resistance to threatening information but requires effortful methods.
  • Current self-affirmation techniques limit widespread applicability.
  • Narrative persuasion offers a potential avenue for more accessible affirmation.

Purpose of the Study:

  • To assess vicarious-affirmation's potential to influence perceived risk and behavioral intent.
  • To examine the impact of narrative-based affirmation on electronic-cigarette users.
  • To integrate self-affirmation theory with narrative persuasion.

Main Methods:

  • An experimental study involving 832 college-age electronic-cigarette users.
  • Exposure to a fictional story featuring a character experiencing affirmation (winning an award).
  • Introduction of tobacco-related risk information post-affirmation.

Main Results:

  • Vicarious affirmation increased perceived risk and intentions to stop electronic-cigarette use.
  • Character identification enhanced self-appraisal and reduced message derogation.
  • The effects mirrored those of traditional self-affirmation methods.

Conclusions:

  • Vicarious-affirmation is an effective strategy for health communication.
  • Narrative persuasion can be integrated with self-affirmation theory for practical applications.
  • This approach offers a less effortful method to reduce resistance to health messages.