Health communication relates to varying changes in attitudes to alcohol consumption. The present study provides insight into mechanisms underlying attitude change to alcohol consumption in response to health information. The Network Theory of Attitudes emphasizes the moderating role of attitude importance: attitudes high in importance should be stronger and resistant to change, compared to less important attitudes. In addition, Psychological Reactance Theory is examined as the explaining mechanism of resistance to change in high important attitudes. A moderated mediation model was tested among Dutch university students (n = 182), using an experimental, between-subjects 2 x 2 (attitude importance x health risk information) design.

Examining the influence of health information (X) on post-attitude toward alcohol consumption (Y) through reactance (M), moderated by importance (W), and controlling for pre-attitude to alcohol consumption. Participants reported generally negative attitudes toward alcohol consumption (M = 8.13, SD = 3.44). Results supported the Network Theory of Attitudes: attitude importance strengthened negative attitudes (B = -.9711, SE = .3466, 95% CI [-1.6552; -.2869]), performing the mere though effect. Information related to reactance (B = 2.25, SE = .70, 95% CI [.87; 3.62]), but did not relate to attitude change (B = -.01, SE = .04, 95% CI [-.09; .06]), finding no support for Psychological Reactance Theory. 

In conclusion, the Network Theory of Attitudes offers a framework for designing effective public health communication, raising attitude importance could be a promising strategy for strengthening attitudes, but could strengthen all existing attitudes. Therefore, knowledge about the target population and their attitudes is essential for effective health communication.