A month of abstinence from alcohol: self-affirmation and drink refusal self-efficacy

Background: Drink refusal self-efficacy (DRSE) has been found to significantly predict responses to “Dry January”, a UK event involving alcohol abstinence throughout January. This study tested whether self-affirmation, the process of reflecting on important self-attributes, moderates the effect of DRSE, especially by enhancing the responses of those low in DRSE. Methods: Participants (N = 197) completed a DRSE measure several days before being randomly allocated to condition (self-affirmation, control) and viewing Dry January 2015 informational materials. They then completed measures assessing indicators of message acceptance and motivation. Participation in Dry January was assessed at follow-up. Findings: Self-affirmed participants and those lower in DRSE reported less message derogation. Self-affirmation also moderated the effects of DRSE: higher DRSE was associated with greater self-identity, behavioural expectations, and more positive affective attitudes regarding alcohol abstinence throughout January amongst self-affirmed participants. For controls, higher DRSE predicted more message derogation. There were no effects on participation. Discussion: Self-affirmation can promote more positive responding to existing health promotion campaigns. Here, self-affirmation enhanced the responses of those already positively predisposed towards the behaviour (i.e., those higher in DRSE).