Defensive evaluation of antismoking messages among college-age smokers: the role of possible selves

Abstract

This study hypothesized that individuals respond to antismoking messages in a biased or defensive manner to the degree that smoking is a personally relevant activity for them. The authors operationalized the personal relevance of smoking variously as smoking behavior (smoking status, rate, duration, and recent attempts to quit), endorsement of the smoker stereotype, and importance of smoking behavior as an identity within the self-concept (current self and possible selves). In the experiment, smokers (n = 82) and nonsmokers (n = 105) privately viewed several antismoking video segments. Smoking status, current smoking identity, and long-term future smoking identity were significantly associated with a defensive evaluation of antismoking messages. The study concludes that the concept of possible selves (H. Markus & P. Nurius, 1986) is critical in understanding college-age smoking and in the design of effective antismoking campaigns.