Objective
Self‐affirmation of personal values can reduce defensive responses to threatening health promotion messages, probably because it induces a positive and expansive view of the self. However, coping with threat is also an interpersonal process. We developed other‐affirmation inductions that focus on values held by others. Two studies examined the effects of common affirmation inductions modified for other‐affirmation: affirmation of a specific value (kindness) and affirmation of a personally chosen value.
Design
Randomized and controlled three‐group (self‐, other‐, or no‐affirmation conditions) single‐factor design. Outcomes were time spent in self‐directed viewing the message and self‐reported outcomes that included intentions to reduce drinking, evaluations of the message, and risk perceptions.
Methods
Students were randomized to self‐, other, or no‐affirmation conditions and asked to read a threatening anti‐alcohol message.
Results
Self‐ and other‐affirmation increased message viewing time in Study 1. In both studies, other‐affirmation increased self‐reported outcomes, and study 1 showed this effect to be more prominent in females. In Study 1, the effects of self‐ and other‐affirmation on message exposure were greater in participants with defensive coping styles, and other‐affirmation effects were mediated by more positive views of others and their values. This mediation was independent of self‐affirmation.
Conclusion
Other‐affirmation increased self‐reported outcomes and, in Study 1, reduced defensiveness to and improved viewing times to an anti‐alcohol message. Other‐affirmation could be useful, because it may be suited to particular subpopulations, such as females, and can be easily incorporated into mass‐reach health communications.
What is already known on this subject?
Self‐affirmation of personally important values can reduce defensive responding to threatening health communications.
Self‐affirmation effects have been shown to be mediated by feelings of connectedness.
What does this study add?
Affirmation of personally important values in others can improve effects of a health communication.
Other‐affirmation effects may be greater in those with defensive coping styles.
Other‐affirmation was mediated by enhanced perceptions of others and their values.