Defensive Reactions to Pictorial Warning Labels Featuring Narrative Versus Non-Narrative Content

This study examined pictorial warning labels (PWLs) about alcohol-related cancer risks, comparing the effects of narrative and non-narrative content on different types of defensive reactions, as well as investigating the relationships between defensive reactions and behavioral outcomes through an experiment (N = 649). Findings showed that narrative (vs. non-narrative) PWLs evoked lower levels of reactance and avoidance (both retrospective and anticipated). Defensive reactions were differently associated with persuasion outcomes after two weeks: Reactance consistently predicted less persuasion, as evidenced by diminished desired behavior change, lower information seeking, and decreased policy support. Retrospective avoidance was positively associated with persuasion outcomes, whereas anticipated avoidance was negatively associated with policy support. Narrative (vs. non-narrative) PWLs also had a significant positive total effect on policy support. Theoretical and practical implications of the findings are discussed.