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We tested whether self-affirming (reflecting on cherished attributes) before message exposure can be used as strategy to enhance the experience of anticipated regret. Women were self-affirmed or not before exposure to a message promoting fruit and vegetable consumption. Self-affirmation increased anticipated regret and intentions reported following message exposure and consumption in the week after the intervention; regret mediated the affirmation effect on intentions. Moreover, results suggest that anticipated regret and intentions are serial mediators linking self-affirmation and behavior. By demonstrating the mediating role of anticipated regret, we provide insights into how self-affirmation may promote healthy intentions and behavior following health message exposure. Self-affirmation techniques could thus potentially be used to increase the effectiveness of health communication efforts.<\/jats:p>","DOI":"10.1177\/0093650214555180","type":"journal-article","created":{"date-parts":[[2014,10,29]],"date-time":"2014-10-29T01:10:56Z","timestamp":1414545056000},"page":"1027-1044","update-policy":"https:\/\/doi.org\/10.1177\/sage-journals-update-policy","source":"Crossref","is-referenced-by-count":29,"title":["Self-Affirmation Before Exposure to Health Communications Promotes Intentions and Health Behavior Change by Increasing Anticipated Regret"],"prefix":"10.1177","volume":"43","author":[{"given":"Guido M.","family":"van Koningsbruggen","sequence":"first","affiliation":[{"name":"VU University Amsterdam, The Netherlands"}],"role":[{"role":"author","vocabulary":"crossref"}]},{"given":"Peter R.","family":"Harris","sequence":"additional","affiliation":[{"name":"University of Sussex, Brighton, UK"}],"role":[{"role":"author","vocabulary":"crossref"}]},{"given":"Anj\u00e8s J.","family":"Smits","sequence":"additional","affiliation":[{"name":"Randstad Hospitality, Utrecht, The Netherlands"}],"role":[{"role":"author","vocabulary":"crossref"}]},{"given":"Benjamin","family":"Sch\u00fcz","sequence":"additional","affiliation":[{"name":"University of Tasmania, Hobart, Australia"}],"role":[{"role":"author","vocabulary":"crossref"}]},{"given":"Urte","family":"Scholz","sequence":"additional","affiliation":[{"name":"University of Zurich, Switzerland"}],"role":[{"role":"author","vocabulary":"crossref"}]},{"given":"Richard","family":"Cooke","sequence":"additional","affiliation":[{"name":"Aston University, Birmingham, UK"}],"role":[{"role":"author","vocabulary":"crossref"}]}],"member":"179","published-online":{"date-parts":[[2016,7,9]]},"reference":[{"key":"e_1_3_4_2_1","doi-asserted-by":"publisher","DOI":"10.1348\/014466603322595248"},{"key":"e_1_3_4_3_1","doi-asserted-by":"publisher","DOI":"10.1348\/135910704773891096"},{"key":"e_1_3_4_4_1","doi-asserted-by":"publisher","DOI":"10.1037\/0893-164X.22.1.88"},{"key":"e_1_3_4_5_1","doi-asserted-by":"publisher","DOI":"10.1037\/0278-6133.25.1.82"},{"key":"e_1_3_4_6_1","doi-asserted-by":"publisher","DOI":"10.1093\/Alcalc\/Agl115"},{"key":"e_1_3_4_7_1","doi-asserted-by":"publisher","DOI":"10.1016\/j.jesp.2003.07.001"},{"key":"e_1_3_4_8_1","doi-asserted-by":"publisher","DOI":"10.1111\/j.1467-9280.2008.02150.x"},{"key":"e_1_3_4_9_1","first-page":"209","volume-title":"The scope of social psychology: Theory and applications","author":"De Wit J. 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