The impacts of the reference focus of anti-prescription opioid campaigns on young Americans: The roles of anticipated guilt and psychological reactance

Abstract

ABSTRACT Young American adults are most negatively affected by the American opioid crisis and often resistant to the influence of public health campaigns. Using an online experiment, this study tested the impacts of the reference focus of anti-prescription opioid campaigns on young American adults’ attitudes and behavioral intentions. It found that the other- versus self-referencing campaign message increased negative attitudes toward prescription opioids and intentions to avoid (mis)using them; the impacts were completely explained by anticipated guilt and by a sequential path of increased anticipated guilt and reduced psychological reactance. The findings contribute to our understanding of the impacts of the reference focus of public health campaigns and provide guidance in the design of effective anti-prescription opioid campaigns targeting young Americans.