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Morality or competence? The importance of affirming the appropriate dimension of self-integrity

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posted on 2023-06-09, 02:05 authored by Donna JessopDonna Jessop, Paul Sparks, Laura Jessop, Lauren Dodds, Sarah Lynch
Objectives: Two studies explored the relative efficacy of a morality-based versus a competence-based self-affirmation manipulation at increasing acceptance of personally relevant health-risk information. In accordance with prior theorising (e.g., Cohen & Sherman, 2014), it was hypothesized that the morality affirmation would be more effective than the competence affirmation in such contexts, as the former targets a different domain to that threatened by the health-risk information. Design: Both studies employed a cross-sectional experimental design. Methods: Participants were presented with a morality affirmation, competence affirmation or no affirmation control prior to reading a message about the risks of (a) not engaging in daily dental flossing (Study 1) and (b) red meat consumption (Study 2). Participants subsequently completed a number of measures assessing acceptance of the message. Results: In line with predictions, findings from both studies demonstrated that the morality affirmation precipitated greater acceptance of personally relevant health-risk information compared to the competence affirmation, as reflected in more positive attitudes (Studies 1 and 2) and intentions (Study 1). Study 2’s findings further suggested that the superior efficacy of the morality affirmation in health-related contexts could not simply be attributed to a general tendency for this affirmation to outperform the competence affirmation. Conclusions: The nature of the value affirmed may be a critical factor in determining the success of self-affirmation manipulations in health-related domains.

History

Publication status

  • Published

File Version

  • Accepted version

Journal

British Journal of Health Psychology

ISSN

1359-107X

Publisher

British Psychological Society

Issue

4

Volume

21

Page range

956-972

Department affiliated with

  • Psychology Publications

Full text available

  • Yes

Peer reviewed?

  • Yes

Legacy Posted Date

2016-07-11

First Open Access (FOA) Date

2017-06-25

First Compliant Deposit (FCD) Date

2016-07-11

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