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On the Nature of Reactance and Its Role in Persuasive Health Communication |
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Abstract:
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Reactance theory might be profitably applied to understanding failures in persuasive health communication but for one drawback: The developer of the theory contends that reactance cannot be measured. This paper develops four alternative conceptual perspectives on the nature of reactance (i.e., combinations of cognition and affect), then provides an empirical test of each. Two parallel studies were conducted, one which advocated flossing (N = 196), the other of which urged students to limit their alcohol intake (N = 200). In both cases, a composite index of anger and negative cognitions fully mediated the effects of threat-to-freedom and trait reactance proneness on attitude and intention. The data showed that, in fact, reactance can be operationalized as a composite of self-report indices of anger and negative cognitions. The implications for persuasive health communication, in general, are considered as well the specific findings for flossing and drinking. |
Most Common Document Word Stems:
reactanc (163), threat (96), messag (72), model (67), data (63), cognit (60), freedom (55), floss (53), behavior (48), attitud (46), intent (45), drink (45), process (44), brehm (43), theori (42), studi (37), two (36), prone (36), m (34), psycholog (34), 1 (32), |
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Association:
Name: International Communication Association
URL: http://www.icahdq.org
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Citation:
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MLA Citation:
| Dillard, James. and Shen, Lijiang. "On the Nature of Reactance and Its Role in Persuasive Health Communication" Paper presented at the annual meeting of the International Communication Association, Marriott Hotel, San Diego, CA, May 27, 2003 <Not Available>. 2009-05-26 <http://www.allacademic.com/meta/p111649_index.html> |
APA Citation:
| Dillard, J. P. and Shen, L. , 2003-05-27 "On the Nature of Reactance and Its Role in Persuasive Health Communication" Paper presented at the annual meeting of the International Communication Association, Marriott Hotel, San Diego, CA Online <.PDF>. 2009-05-26 from http://www.allacademic.com/meta/p111649_index.html |
Publication Type: Conference Paper/Unpublished Manuscript
Review Method: Peer Reviewed
Abstract: Reactance theory might be profitably applied to understanding failures in persuasive health communication but for one drawback: The developer of the theory contends that reactance cannot be measured. This paper develops four alternative conceptual perspectives on the nature of reactance (i.e., combinations of cognition and affect), then provides an empirical test of each. Two parallel studies were conducted, one which advocated flossing (N = 196), the other of which urged students to limit their alcohol intake (N = 200). In both cases, a composite index of anger and negative cognitions fully mediated the effects of threat-to-freedom and trait reactance proneness on attitude and intention. The data showed that, in fact, reactance can be operationalized as a composite of self-report indices of anger and negative cognitions. The implications for persuasive health communication, in general, are considered as well the specific findings for flossing and drinking. |
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| Document Type: |
.PDF |
| Page count: |
41 |
| Word count: |
9223 |
| Text sample: |
| Running head: REACTANCE On the Nature of Reactance and Its Role in Persuasive Health Communication 2 Abstract Reactance theory might be profitably applied to understanding failures in persuasive health communication but for one drawback: The developer of the theory contends that reactance cannot be measured. This paper develops four alternative conceptual perspectives on the nature of reactance (i.e. combinations of cognition and affect) then provides an empirical test of each. Two parallel studies were conducted one which advocated flossing |
| .89* Threat to Threat to -.20* Freedom Freedom .51* Attitude Attitude Reactance .29* -.34* Reactance .83* Reactance Behavioral 1.00* Behavioral Proneness Proneness .68* .68* Intention Intention Negative Anger Cognition |
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