Abstract
Self-persuasion (i.e., generating your own arguments) is often more persuasive than direct persuasion (i.e., being provided with arguments), even when the technique is applied in media messages by framing the message as a question. It is unclear, however, if these messages are more persuasive when viewed for a long period to allow more elaboration about the message, or for a short period to reduce elaboration. In the current experiment, this is addressed by examining whether anti-alcohol posters framed as a statement (direct persuasion) or an open-ended question (self-persuasion) are more effective to reduce alcohol consumption under conditions of short- or long message exposure, compared to a control condition (no poster). Additionally, the potentially moderating roles of self-perceived alcohol identity and self-esteem on both types of persuasion are examined. Participants (N = 149) were exposed to a self-persuasion or direct persuasion anti-alcohol poster, either briefly before or continuously during a bogus beer taste task. The amount of alcohol consumed was the covert dependent variable. Contrary to expectations, both posters failed to affect alcohol consumption, regardless of exposure length. No moderation effects for self-perceived alcohol identity and self-esteem of the participants were found. Possible explanations are discussed.
Highlights
Alcohol consumption is one of the major avoidable risk factors contributing to global disease and death [1,2,3]
The Bayes Factors (BFs) represent the ratio between the explanatory value of a null-model including only alcohol consumption frequency, alcohol consumption intensity, and sex, calculated against a model including the effect for which the BF is given
The primary aim of the current experiment was to test the effectiveness of anti-alcohol posters framed as statements or open-ended questions to reduce
Summary
Alcohol consumption is one of the major avoidable risk factors contributing to global disease and death [1,2,3]. Despite numerous media interventions aiming to reduce consumption, in the majority of countries drinking levels remain stable or continue to rise [4,5]. Recent literature investigating the effectiveness of anti-alcohol media messages to change antecedents of drinking or actual alcohol consumption behavior yielded mixed results. Some research found that anti-alcohol media messages were effective in reducing the urge to drink [6] or intentions to binge drink [7]. Other studies found no differences in intentions to drink after viewing antialcohol advertising versus alcohol advertising [8], and no differences in actual consumption.
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