Imagine That You Died. Would You Still Smoke?: How Death Reflection Affects Health Message Reception Through Personal Growth and Identification

Terror management research has found that mortality salience increases self-esteem preservation, which tends to produce counter-persuasive effects in the health context. The present study examines the persuasive potentials of an alternative mortality prime, death reflection, in a between-subjects online experiment with current smokers (N = 92). We tested the effects of two death primes on their posttraumatic growth, identification with a story character, and quitting intentions after exposure to an anti-smoking PSA. The results showed that only death reflection significantly affected quitting intentions through two serial mediators. First, death reflection promoted a greater sense of posttraumatic growth than the control condition, whereas mortality salience did not. Second, the increased sense of growth enhanced identification with a testimonial character in the anti-smoking PSA, which, in turn, lowered quitting intentions. Implications for health communication are discussed.