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Related Experiment Video

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Self-Affirmation Moderates Self-Congruency Effect in Health Messaging.

Bo Yang1, Xiaoli Nan2

  • 1Department of Communication, University of Arizona.

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|July 5, 2019
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Self-affirmation impacts how health messages affect individuals based on their self-construal. This finding is crucial for tailoring health communication strategies to diverse audiences.

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Area of Science:

  • Psychology
  • Health Communication
  • Social Psychology

Background:

  • Previous studies on self-construal and health messages yielded inconsistent results.
  • The potential for biased processing of self-congruent health risk messages was proposed.
  • Self-affirmation may mitigate defensive processing of health messages.

Purpose of the Study:

  • To investigate the moderating role of self-affirmation on the self-congruency effect in health risk messages.
  • To examine how self-affirmation influences responses to antismoking messages based on independent versus interdependent self-construals.
  • To understand biased processing of health messages in relation to self-perception.

Main Methods:

  • An online experiment was conducted with college nonsmokers.
  • Participants' dominant self-construals (independent or interdependent) were assessed.
  • Participants were exposed to antismoking messages congruent or incongruent with their self-construal, with and without prior self-affirmation.

Main Results:

  • Self-affirmation moderated the self-congruency effect.
  • For interdependent individuals, message congruence enhanced effectiveness only after self-affirmation.
  • For independent individuals, incongruent messages were more effective without affirmation, but equally effective after affirmation.

Conclusions:

  • Self-affirmation can alter the effectiveness of self-congruent health messages.
  • Tailoring health communication requires considering both self-construal and potential for defensive processing.
  • Findings offer theoretical insights into message processing and practical implications for public health campaigns.