Effects of Self-Affirmation and Self-Efficacy Cues on Responses to PFAS Risk Information

The widespread and persistent nature of Per- and Polyfluoroalkyl Substances (PFAS) presents a serious health threat. However, public understanding and awareness around this environmental health risk is still low. In this study, we examined how self-affirmation and self-efficacy cues influenced defensive responses to a risk message. We also examined downstream effects on risk perception, self-efficacy beliefs, and behavioral intent to limit PFAS exposure. Our findings reiterate the importance of self-efficacy cues in health messaging, both as a way to reduce defensiveness to a threat message and to motivate preventative health behaviors. Moreover, we identify a potential boundary condition for self-affirmation as a persuasion strategy, whereby the involuntary nature of the risk behavior (i.e. PFAS exposure) might reduce identity threat and hence the utility of this approach.