Abstract
ABSTRACT Recognizing the need for more evidence-based interventions and the potential of well-crafted messages in communicating the opioid epidemic, this study investigates the effectiveness of two messaging strategies (i.e., victim vividness and external attribution) that have the potential to mitigate stigmatization and influence a wide range of public policies concerning the opioid epidemic. Building upon the attribution theory of interpersonal behavior, an experiment with a 2 (victim vividness: high vs. low) × 2 (external attribution: present vs. absent) between-subjects factorial design was conducted among a national sample of U.S. adults (N = 995). The findings show that the messages with greater victim vividness reduced support for victim-oriented punitive policies, whereas the messages that mentioned external attribution increased support for perpetrator-oriented punitive policies. In addition, the two messaging strategies also worked indirectly through various emotions to influence policy support. Discussions on this study’s contributions to both theory and practice are provided.
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