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Persuasiveness of anti-smoking messages: self-construal and message focus

Persuasiveness of anti-smoking messages: self-construal and message focus PurposeThe purpose of this paper is to examine the role of independent vs interdependent self-construal in non-smokers’ responses to an anti-smoking message that focuses on either personal or relational consequences of smoking.Design/methodology/approachTwo web-based experimental studies were conducted among US college non-smokers. In the first study, participants’ self-construal was measured. Then participants were randomly assigned to view an anti-smoking message emphasizing either relational or personal consequences of smoking. Message evaluation, smoking attitudes, and behavioral intentions were assessed after message exposure. The second study followed the same procedure except that participants’ self-construal was manipulated by randomly assigning participants to an independent or interdependent self-construal priming task prior to message exposure.FindingsBoth studies showed a noticeable pattern of interaction between message focus and self-construal: non-smokers with a salient interdependent self-construal responded more favorably to an anti-smoking message emphasizing personal (vs relational) consequences of smoking whereas non-smokers with a salient independent self-construal responded more favorably to an anti-smoking message emphasizing relational (vs personal) consequences of smoking. However, the interaction effect was small in the first study.Originality/valueFindings from this study are original in that they run counter to the general belief that messages matching people’s self-perceptions will be more persuasive. On the other hand, matching health risk messages with people’s dominant self-construal may reduce the messages effectiveness due to defensive processing. As a result, communication practitioners should take a great caution of tailoring threatening smoking prevention messages to target audiences’ self-perceptions. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Health Education Emerald Publishing

Persuasiveness of anti-smoking messages: self-construal and message focus

Yang, Bo; Nan, Xiaoli; Zhao, Xinyan
Health Education , Volume 117 (4): 16 – Jun 5, 2017
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16 pages

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Publisher
Emerald Publishing
Copyright
Copyright © Emerald Group Publishing Limited
ISSN
0965-4283
DOI
10.1108/HE-12-2016-0064
Publisher site
See Article on Publisher Site

Abstract

PurposeThe purpose of this paper is to examine the role of independent vs interdependent self-construal in non-smokers’ responses to an anti-smoking message that focuses on either personal or relational consequences of smoking.Design/methodology/approachTwo web-based experimental studies were conducted among US college non-smokers. In the first study, participants’ self-construal was measured. Then participants were randomly assigned to view an anti-smoking message emphasizing either relational or personal consequences of smoking. Message evaluation, smoking attitudes, and behavioral intentions were assessed after message exposure. The second study followed the same procedure except that participants’ self-construal was manipulated by randomly assigning participants to an independent or interdependent self-construal priming task prior to message exposure.FindingsBoth studies showed a noticeable pattern of interaction between message focus and self-construal: non-smokers with a salient interdependent self-construal responded more favorably to an anti-smoking message emphasizing personal (vs relational) consequences of smoking whereas non-smokers with a salient independent self-construal responded more favorably to an anti-smoking message emphasizing relational (vs personal) consequences of smoking. However, the interaction effect was small in the first study.Originality/valueFindings from this study are original in that they run counter to the general belief that messages matching people’s self-perceptions will be more persuasive. On the other hand, matching health risk messages with people’s dominant self-construal may reduce the messages effectiveness due to defensive processing. As a result, communication practitioners should take a great caution of tailoring threatening smoking prevention messages to target audiences’ self-perceptions.

Journal

Health Education – Emerald Publishing

Published: Jun 5, 2017

References

  • The effects of self-construal and commitment on persuasion
  • Self-affirmation increases acceptance of health-risk information among UK adult smokers with low socioeconomic status