Avoidance orientation moderates the effect of threatening messages.

This study investigated the influence of individual differences in people's dispositional avoidance orientation on the persuasive effects of low- and high-threat messages promoting moderate drinking. First, participents (N = 99) individual differences in avoidance orientation were assessed, after which they were provided with either high- or low-threat messages about the consequences of drinking too much alcohol. The primary outcome measures were information acceptance, attitude and intention. Results showed that participants low in avoidance orientation were more likely to be persuaded by the low-threat message, whereas participants high in avoidance orientation were more likely to be persuaded by the high-threat message.