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Despite decades of research in the area of public health campaigns targeting health-related attitude and behavior change, campaigns often fail or have limited effects in changing the attitudes or behaviors of their intended audience (Dillard & Shen, 2005; Hornik, 2002; Snyder, 2001; Snyder & Hamilton, 2002). Numerous campaigns have targeted alcohol abuse (See Clapp & McDonnel, 2000; Ringold, 2002; DeJong & Atkin, 1995), including campaigns that target binge drinking among college students (DeJong et al., 2006; Weschler, Austin, & DeJong, 1996; Weschler, Dowdall, Davenport, & Castillo, 1995). Social influence scholars have long been interested in individuals’ resistance to persuasive messages and attitude change, and psychological reactance theory has emerged an important framework for studying resistance to persuasive messages within the social sciences, including among health communication researchers who have been interested in developing more effective health campaigns by testing the role of resistance to persuasive messages from a psychological reactance theory perspective (Dillard & Shen, 2005; Miller, Lane, Deatrick, Young, & Potts, 2007; Rains & Mitchell Turner, 2007; Quick & Considine, 2008; Quick & Stephenson, 2008).