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When Communications Collide with Recipients' Actions: Effects of Post-Message Behavior on Intentions to Follow the Message Recommendation

Dolores Albarracín

University of Florida dalbarra{at}ufl.edu

Joel B. Cohen

University of Florida

G. Tarcan Kumkale

University of Florida

Two experiments investigated the processes through which post-message behavior (e.g., noncompliance) influences resistance to the message. Participants in Experiment 1 read preventive, consumer-education messages that either opposed the consumption of an alcohol-like product or recommended moderation. Half of the participants then tried the product, whereas the remaining participants performed a filler task. In the absence of trial, the two messages had the same effect. However, recipients of the abstinence-promoting preventive message who tried the product had stronger intentions to use the product in the future than recipients of the moderation message. This finding suggests that assessments of message impact may be inadequate unless an opportunity for trial is also provided. Results are interpreted in terms of self-perception and cognitive dissonance and contrasted from psychological reactance.

Key Words: persuasion • attitude • past behavior • health prevention • alcohol

Personality and Social Psychology Bulletin, Vol. 29, No. 7, 834-845 (2003)
DOI: 10.1177/0146167203029007003
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Home page
 Pers Soc Psychol BullHome page
D. Albarracin and P. S. McNatt
Maintenance and Decay of Past Behavior Influences: Anchoring Attitudes on Beliefs Following Inconsistent Actions
Pers Soc Psychol Bull, June 1, 2005; 31(6): 719 - 733.
[Abstract] [PDF]