Video-Based Group-Values Affirmation Reduces Defensive Responses to Risk Messages

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.