Abstract
Negative self-evaluative emotions arise when an individual engages in behavior that is perceived as inadequate or inconsistent with personal or societal norms and values, leading to feelings of inadequacy, shame, and dissatisfaction with oneself. These emotions are a central motivating force for changing unhealthy behaviors. However, negative evaluative emotions may also direct individuals towards defensive reactions such as reactance and avoidance. This can cause negative self-evaluative emotions to be less effective in reducing unhealthy behavior. More importantly, empirical evidence is needed to explore strategies for enhancing the effectiveness of interventions. In this study, we used an online experiment with 100 student participants to examine if increasing self-affirmation can increase the effectiveness of negative self-evaluative emotions in reducing unhealthy food consumption. We found that negative self-evaluative emotions can significantly increase healthy food consumption. However, our analysis did not reveal a significant moderating impact of self-affirmation on the effectiveness of negative self-evaluative emotions in reducing unhealthy consumption. This is the first study to explore the moderating impact of self-affirmation on the effectiveness of negative self-evaluative emotions on health behavioral change, which opens new avenues for studying how to apply the combination of stimulating negative self-evaluative emotions and increasing self-affirmation to induce behavioral change regarding healthy diets and even a broader range of fields.