Norm Accessibility Reduces Reactance and Drinking and Driving Intentions

• In Event: Alcohol, Diet, Behavior Change: High-Density Panel in Public Health Communication

Abstract

Though anti-drinking and driving campaigns are prevalent in the media, many are not effective. A more nuanced understanding of why these messages fail is important to help develop more effective campaigns. The present study examines this relationship and proposes message reactance as an explanation for why messages have differential effects. The study found that a more accessible anti-drinking and driving norm led to less reactance and less intention to drink and drive. Less accessible norms led to increased reactance, more favorable attitudes and higher intention to drink and drive. Implications for persuasion are discussed.

Authors

• Morgan Schunn, Ohio State University

• Nancy Rhodes, Ohio State University