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We argue that consumers with high self-brand connections (SBC) respond to negative brand information as they do to personal failure — they experience a threat to their positive self-view. After viewing negative brand information, high (vs. low) SBC consumers reported lower state self-esteem. Consumers with high SBC also maintained favorable brand evaluations despite negative brand information. However, when they completed an unrelated self-affirmation task, they lowered their brand evaluations the same as low SBC consumers. This finding suggests that high SBC consumers' reluctance to lower brand evaluation might be driven by a motivation to protect the self rather than the brand.

Although growth mindset (i.e., the belief that intelligence can be developed) has been shown to play an important role in academic achievement, little is known about the underlying mediating and/or moderating mechanisms in adolescents. The current study investigated (a) the mediating role of reasoning ability in the relationship between growth mindset and academic achievement, and (b) the moderating role of self-affirmation in the direct and indirect relationships between growth mindset and academic achievement. Participants were 1828 Chinese adolescents (age, M = 16.88; 59.4% male). Participants filled out questionnaires regarding growth mindset, academic achievement, reasoning ability, and self-affirmation. After controlling for age, sex, annual family income, hukou (household registered), and parent’s educational level, we found that growth mindset was significantly positively associated with academic achievement. Mediation analysis revealed that reasoning ability partially mediated this relationship. Growth mindset (incremental theories of intelligence) significantly predicted academic achievement in adolescents with high self-affirmation, but not in those with low self-affirmation. Moderated mediation analysis further indicated that the direct and indirect relationships between growth mindset and academic achievement were moderated by self-affirmation. The indirect effect of growth mindset on academic achievement via reasoning ability was stronger for adolescents with high self-affirmation than in those with low self-affirmation.

The question of the antecedents of prejudicial responses has a long history that includes contributions of historical, structural, cultural, and psychological factors. Social-psychological research on prejudice as self-image maintenance provides evidence that manifestations of prejudice stem, in part, from the motivation to maintain a feeling of self-worth and self-integrity. Here, we review studies that indicate when and why prejudice toward out-groups in response to self-threats is weakened by affirmations of self-worth. A distinction emerges between in-group threats (e.g., negative acts committed by the in-group) and out-group threats (e.g., immigrants) to social identity, on the one hand, and the defensive reactions people make in response to each kind of threat (i.e., denying in-group responsibility vs. displaying prejudice), on the other. Such negative intergroup interactions can be attenuated by affirming the self. We present theorized moderators (i.e., individual differences and cultural norms) and proposed mechanisms underlying affirmation effects in the domain of prejudice. We discuss potential applications of self-affirmation in prejudice-reduction efforts.

Background Self-affirmation, a crucial concept that promotes self-esteem and individual development amidst life challenges, has proven therapeutic, preventative, and enhancing benefits. However, there is limited understanding regarding its frequency among individuals experiencing subclinical depression. This research aimed to understand the dynamics of self-affirmation, threats, and self-resources in both healthy (non-depressed) and subclinically depressed Indian adults. Methods Using a qualitative research design, forty-three individuals aged 20–30 years (18 healthy, 25 subclinically depressed individuals) were selected based on depression measurement. The data were collected through a semistructured interview. The interviews were audiotaped, transcribed verbatim and analysed using the thematic analysis method. Results Five themes were identified for subclinically depressed: social and relational threats, the tendency to magnify threats, negative cognitions and thoughts, denial/avoidance of threats, and poor awareness of self-resources. Five themes were also identified for healthy adults: explicit awareness of threats, common humanity, early responses to threats, adversity as an opportunity and easy availability of positive cognitions. Thus, the two groups differed significantly in their type, nature, and genesis of self-affirmation. For subclinically depressed, the major threats were related to health, financial conditions, employment, and relationships. These threats were positively and adaptively present in healthy adults. The subclinically depressed participants suffered from maladaptive tendencies and insufficient self-resources, while the healthy participants used positive self-resources and positive cognitions in dealing with the threats. Conclusions This study highlights the significant differences in self-affirmation processes between subclinically depressed and healthy adults. This finding supports the theoretical understanding that subclinical depression is associated with maladaptive cognitive patterns and a lack of self-resources. These findings underscore the importance of cognitive-behavioural frameworks that emphasize the role of positive self-affirmation and self-resources in mental health and highlight the need for targeted interventions that can strengthen these domains in subclinically depressed individuals. Therapeutic interventions for subclinical depression should focus on improving self-affirmation practices, increasing awareness of self-resources, and attenuating negative cognitive tendencies. Practitioners should consider integrating strategies that promote positive cognitions and proactive threat management. Additionally, preventative mental health programs could benefit from incorporating modules that strengthen self-affirmation and self-resource awareness of one’s resources to build resilience in the general population, particularly young adults.

Anxiety manifests through physical discomforts and may impact individuals' daily functioning. Self-affirmed individuals were found to have better general well-being. However, there was a lack of uniformity in both terminology and approach adopted. To explore its effects on anxiety among Malaysian adults, a mixed-method study integrating Self Determination Theory and growth mindset was conducted. Ninety-six participants (Mage=25.79) met the inclusion criteria for the intervention and were randomly allocated to treatment or control condition. Six participants were then recruited to feedback their experience in an individual semi-structured interview. A 2*2 mixed ANOVA using IBM SPSS Statistical Software 26.0 and thematic analysis were carried out for data analysis. The prevalence of anxiety was found to be at 78.1%. Participants who received self-affirmation intervention showed lower anxiety scores during post-test as compared to their pre-test anxiety scores. Perceptions of the self-affirmation statements, psychological factors, and the timing for practicing self-affirmation suggests an influence on individuals' anxiety symptoms. Hence, it was concluded that the use of self-affirmation intervention significantly reduces anxiety symptoms.

Negative emotions have been prevalent with older adults and negatively affect their physical and mental health. On the basis of self-affirmation theory, the present study explored a set of simple and effective time-saving early intervention programs for older adults whose negative emotions are in a normal and controllable range. We designed a three-week intervention program to boost self-integrity and relieve negative emotions in older adults. The self-affirmation intervention group ( n  = 88) and control group ( n  = 85) received three different experimental manipulations, respectively. Self-integrity, depression, anxiety, and loneliness were assessed before and after the intervention. Results showed that the self-affirmation intervention highly improved self-integrity and further relieved the negative emotions of older adults in the intervention group. Further mediation analyses indicated that self-integrity mediated the effect of self-affirmation intervention on negative emotions. These findings enrich the field of research on the relationship between self-integrity and negative emotions. They also have important practical implications for interventions aimed at mitigating negative emotions among older adults.

Disparity exists between racially minoritized students and their White student counterparts in academic achievement. This discrepancy engenders the difference with which students will have opportunities in advanced courses; rates of high school graduation, college acceptance, and completion rates; and salary and quality of life. The academic disparity between the two groups has been found to have roots in stereotype threat, which causes anxiety where the individual’s behavior may confirm the negative stereotypes of one’s in-group. Reducing stereotype threat has been theorized to allow minoritized students and those in negatively stereotyped groups to enhance their academic performance by removing levels of anxiety hampering their performance. Following previous work, whereby the academic achievement gap between Black and White middle school students were reduced, this study examines the effectiveness of such an intervention on 4th grade, elementary students’ reading achievement levels.

We examine social- and self-motives as drivers of Word of Mouth (WOM). The main proposition is that the transmitter expects to gain personal and social benefits from sharing his opinion about a brand. The gains are in the form of expected satisfaction of self- and social-needs. In the research model, self-needs (i.e., self-enhancement and self-affirmation) are considered the initial driver of WOM. The desire for their satisfaction through WOM results in an intended social interaction, which in turn triggers social-motives: social-needs (i.e., social comparison and social bonding) and social-intentions (i.e., helping others and providing social information). WOM is the outcome of the intention to engage in a social interaction that is initiated by the intention to satisfy self-needs. Through an empirical analysis, we examine how the underlying mechanism varies for positive and negative WOM. Positive WOM is motivated primarily by the need for self-enhancement, and negative WOM is motivated by the need for self-affirmation. The need for social comparison affects both valences of WOM, the need for social bonding affects only positive WOM, and intention to help others and share social information affect only negative WOM. The findings suggest that discussing brands can be a mechanism for acquiring personal and social benefits, and consequently, promotional campaigns should highlight the gains customers accrue through WOM.

In this study, we aimed to investigate whether spontaneous self-affirmation is associated with better functioning in romantic relationships. For this aim, we conducted a pre-registered study with 335 participants (168 women, 164 men, one trans woman, one non-binary, and one genderqueer woman) cohabiting with their partner for at least one year. Participants responded to scales measuring spontaneous self-affirmation, relationship satisfaction, commitment, intimacy, conflict frequency, conflict resolution styles, and attachment anxiety and avoidance. Results indicated that spontaneous self-affirmation is significantly related to relationship satisfaction, commitment, intimacy, and constructive conflict resolution style of positive problem solving but not conflict frequency and destructive conflict resolution styles (i.e., conflict engagement, withdrawal, and compliance) after controlling for age, education, financial status, and the number of children. Results also showed that spontaneous self-affirmation is associated with relationship satisfaction (but no other indicators of relationship functioning) after controlling for the attachment dimensions of anxiety and avoidance. These results provide the first evidence indicating that spontaneous self-affirmation could be a potential resource for a satisfying relationship but its shared variance with attachment is mostly responsible for its association with relationship functioning indicators.

Most smokers attempt to stop using cigarettes numerous times before successfully quitting. Cigarette cravings may undermine perceived competence to quit and thus constitute psychological threats to the individual's self-concept. Self-affirmation may promote smoking cessation by offsetting these threats. This study examines whether self-affirmation is associated with smoking cessation in the context of a cessation app. Two types of self-affirmation are examined: tendency to spontaneously self-affirm, and self-affirmation inductions added to a publicly available smoking cessation app (Smoke-Free Quit Smoking Now). In addition, this study explores whether optimism and emotional states (happiness, anger, anxiousness, hopefulness, sadness) predict smoking cessation. All users who met the inclusion criteria, provided consent to participate, and completed a baseline assessment, including all individual difference measures, were randomized to 1 of 4 conditions. Half of the participants were randomly assigned to complete a self-affirmation induction upon study entry. Orthogonally, half of the participants were randomly assigned to receive self-affirming text notifications during their quit attempt or to receive conventional notifications. The induction and the text notifications were fully automated, and all data were collected through self-assessments in the app. Self-reported smoking cessation was assessed 1 month and 3 months following study entry. The study enrolled 7899 participants; 647 completed the 1-month follow-up. Using an intent-to-treat analysis at the 1-month follow-up, 7.2% (569/7899) of participants self-reported not smoking in the previous week and 6.4% (503/7899) self-reported not smoking in the previous month. Greater tendency to spontaneously self-affirm predicted a greater likelihood of cessation (P<.001) at 1 month after controlling for smoking-related variables. Neither self-affirmation induction influenced cessation. In addition, spontaneous self-affirmation did not moderate the relationship between self-affirmation inductions and cessation. Greater baseline sadness was associated with a lower likelihood of reporting successful cessation. Optimism predicted past-week cessation at the 1-month follow-up, and both happiness and anger predicted past-month cessation at the 1-month follow-up; however, none of these potential predictors moderated the relationship between self-affirmation conditions and successful cessation. Spontaneous self-affirmation may be an important psychological resource for managing threats to self-concept during the smoking cessation process. Sadness may hinder quit attempts. Future research can explicate how spontaneous versus induced self-affirmation can promote smoking cessation and examine boundary conditions for the effectiveness of disseminated self-affirmation interventions. ISRCTN Registry 56646695; https://www.isrctn.com/ISRCTN56646695.