Reducing Resistance to a Loss-framed Narrative Message about Binge Drinking

The present study explores how activation of the self-concept and drinking habits (heavy-drinkers vs. light-drinkers) influence resistance to anti-binge drinking narrative PSAs. Four forms of resistance in narratives processing are conceptualized: counterarguing, challenging the realism of the story, psychological reactance, and negative emotions to message quality and content. The results indicate that in general, heavy drinkers are associated with more counterarguing compared to light drinkers. However, activating the self can decrease psychological reactance and negative emotions among both heavy and light drinkers. Self-activation also leads people to perceive the story as more realistic, but only among heavy drinkers. Mediation analysis reveals that the impacts of self-activation and habitual drinking behavior on one’s risk perception of binge drinking are fully mediated by psychological reactance and counterarguing. Theoretical and practical implications are discussed.