Video-based group-values affirmation reduces defensive responses to risk messages

L. Arpan, J.Z. Yang, Prerna Shah [Grady College post-doc, Center for Advanced Computer-Human Ecosystems (CACHE)], and B.H. Lee. "Video-based group-values affirmation reduces defensive responses to risk messages," in Science Communication, published online August 15, 2024.

Abstract: This work evaluated how video inductions that increase group identity can positively impact the intention to reduce beef consumption. This study evaluated an innovative, video-based, group-values affirmation against a traditional affirmation and a control group to demonstrate that the video induction increased group identity, which led to higher-level mental construal of the threat highlighted in risk messages about beef consumption. Consistent with self-affirmation theory, this higher-level mental construal resulted in lower message derogation, higher risk perception, and stronger intention to reduce beef consumption. These findings support the video-based approach to affirming group values. https://doi.org/10.1177/10755470241269862.