On the Nature of Reactance and its Role in Persuasive Health Communication
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. Rejecting this position, 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 advocating flossing the other urging students to limit their alcohol intake In both cases, a composite index of anger and negative cognitions fully mediated the effects of threat-to-freedom and trait reactance 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 communication, in general, are considered as well the specific findings for flossing and drinking.
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Dogmatic language elicits reactance, whereas offering a choice does not.
“For instance, dogmatic language was found to elicit reactance, whereas offering a choice did not (Dillard & Shen, 2005; Grandpre, Alvaro, Burgoon, Miller, & Hall, 2003).”
From Rebels With a Cause? Adolescent Defiance From the Perspective of Reactance Theory and Self-Determination Theory (2015) · cites this paper as Dillard & Shen, 2005
Reactance is triggered when requests are framed in a pressuring way, such that people experience these requests as a threat to their freedom.
“Previous research found reactance to be triggered when requests are framed in a pressuring way, such that people experience these requests as a threat to their freedom.”
From Rebels With a Cause? Adolescent Defiance From the Perspective of Reactance Theory and Self-Determination Theory (2015) · cites this paper as Dillard & Shen, 2005
Research characterises reactance as a construct comprised of both emotion and cognition.
“Research characterises reactance as a construct comprised of both emotion (eg, anger, irritation) and cognition (eg, defensive processing, denial).92”
From Pictorial cigarette pack warnings: a meta-analysis of experimental studies (2016) · cites this paper as [92]
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- Authors
- Dillard, J. P., & Shen, L.
- Venue
- Communication Monographs
- Publisher
- Informa UK Limited
- Published
- 2005-06
- Volume
- 72
- Issue
- 2
- Pages
- 144-168
- ISSN
- 0363-7751 (ISSN-L)
- 1479-5787
- OpenAlex
- W2149204228
- Cited by
- 1,571
- References
- 77
- Citations by year
- 2026: 178 · 2025: 135 · 2024: 132 · 2023: 121 · 2022: 129 · 2021: 159 · 2020: 115 · 2019: 96 · 2018: 89 · 2017: 63 · 2016: 68 · 2015: 62 · 2014: 42 · 2013: 48 · 2012: 36
- FWCI
- 12.91
- Type
- journal article
- Language
- en
- Open access
- closed
- Locations
- Communication Monographs (publishedVersion)
- Topics
- Social Sciences › Psychology › Applied Psychology › Behavioral Health and Interventions
- Social Sciences › Arts and Humanities › Literature and Literary Theory › Media Influence and Health
- Social Sciences › Sociology and Political Science › Psychology of Social Influence
- Keywords
- reactance theory, persuasive health communication, trait reactance, anger, negative thinking, attitude change, behavioral intention, flossing, alcohol consumption
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