Antecedents to Psychological Reactance: The Impact of Choice Clustering and Descriptive Norms

• In Event: Predicting and Avoiding Resistance and Reactance in Health Communication

Abstract

The current study extends the literature on psychological reactance theory by examining two additional antecedents to psychological reactance: choice clustering and descriptive norms. Participants (N = 455) were randomly assigned to view one of four print ads in a 2 (choice clustering: choice or no choice) x 2 (descriptive norm: high vs. low) between subjects factorial design. Results indicated that provision of choice (vs. no choice) in a behavioral cluster decreased freedom threat perceptions. Descriptive norms (high vs. low) were unrelated to freedom threat, but did influence behavioral intention as mediated through perceived descriptive norms. Furthermore, state reactance was negatively associated with perceived descriptive norms. Evidence in support of the intertwined model of reactance, and modeling reactance as a two-step process, was also found. Findings are discussed in terms of the theoretical and practical contributions of the current study.

Authors

• Tobias Reynolds-Tylus, U of Illinois at Urbana-Champaign

• Andrea Gonzalez Martinez, U of Illinois - Urbana Champaign

• Brian L. Quick, U of Illinois- Urbana-Champaign