Self-affirmation has been shown to reduce biased processing of threatening health messages. In this study, the impact of self-affirmation on college smokers' reactions to gain- versus loss-framed antismoking public service announcements (PSAs) was examined. A consistent pattern of interaction was observed wherein self-affirmation produced more favorable responses to loss-framed PSAs and more unfavorable responses to gain-framed PSAs. Self-affirmation also reduced smoking intention in the loss frame condition and increased antismoking self-efficacy across framing conditions. These findings are discussed in light of previous research linking self-affirmation to increased message scrutiny.