Group affirmation influences acceptance of environmental risk messages

An experiment examined the influence of self-affirmation on individuals’ responses to messages about environmental threats. A new manner of self-affirmation more appropriate for use in the field than traditional approaches was tested. The visual-based manipulation used group-related photographs to affirm participants’ self-integrity before exposure to risk messages. Exposure to group-related visuals was associated with more positive evaluations (perceived message strength) of the messages. In turn, greater perceived message strength predicted greater awareness of consequences associated with harmful environmental behaviors of plastic bag use and energy waste, which predicted greater personal moral norms to reduce those behaviors. The findings suggest visual-based, group-related affirmation could increase acceptance of risk messages.