Feelings of vulnerability in response to threatening messages: Effects of self-affirmation

We examined effects of self-affirmation on feelings of vulnerability and behavioral intentions following exposure to personally threatening messages varying in message strength. In Experiment 1, female alcohol consumers read a strong message linking alcohol to breast cancer risk. Self-affirmed participants exhibited higher feelings of vulnerability concerning consumption levels and personal risk. In Experiment 2, female caffeine consumers read a weak or strong message linking caffeine to breast disease. Self-affirmed participants reported greater feelings of vulnerability to breast disease and greater intentions to reduce caffeine consumption (relative to control participants) only when reading the strong message. Effects on intentions were mediated by effects on feelings of vulnerability. These studies show that feelings of vulnerability can mediate effects of self-affirmation on intentions to change behavior under threat, although only in the presence of strong messages.

► Self-affirmation increases feelings of vulnerability and behavioral intentions in response to threatening health messages.
► Effects on intentions are mediated by effects on feelings of vulnerability.
► This pattern only emerges when the threatening message is strong and persuasive; weaker messages can backfire.
► Lack of focus on feelings could explain mixed effects of self-affirmation on risk perceptions in other studies.