The present research examined the mixed findings of information campaigns using alcohol use as an example. Specifically, the study tested whether simulated alcohol-related information campaigns influenced attitudes toward alcohol use, and whether this effect was moderated by two factors: importance messaging as a message-based moderator and need for cognitive closure as an individual-difference moderator. A parallel moderation model was used to examine these effects. Overall, participants’ attitudes shifted in the intended direction after exposure to the simulated information campaigns.

The results showed that importance messaging moderated the effect of the information campaign on attitude change, suggesting that emphasizing personal relevance can influence campaign effectiveness. However, the need for cognitive closure did not significantly moderate this effect. These findings provide empirical support for the potential effectiveness of information campaigns in shaping public health attitudes and suggest that tailoring messages to increase personal relevance may be a useful evidence-based message-design strategy.