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The Utility of Choice-Enhancing Language in Emergency Preparedness Messages: An Application of Psychological Reactance Theory

Published online by Cambridge University Press:  03 April 2020

Tobias Reynolds-Tylus  and
Andrea Martinez Gonzalez
Tobias Reynolds-Tylus*
Affiliation:
School of Communication Studies, James Madison University, Harrisonburg, VA
Andrea Martinez Gonzalez
Affiliation:
School of Communication Studies, James Madison University, Harrisonburg, VA
*
Correspondence and reprint requests to Tobias Reynolds-Tylus, School of Communication Studies, James Madison University, 54 Bluestone Drive, Harrisonburg, Virginia22807 (e-mail: reyno2tj@jmu.edu).
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Abstract

Objective:

This study uses psychological reactance theory as a framework for designing effective emergency preparedness messages. Psychological reactance is the motivational state that occurs when individuals perceive their freedom to be threatened. From the standpoint of persuasive message design, reactance is an undesirable outcome that should be avoided whenever possible.

Methods:

Participants (N = 174) were randomly assigned to view 1 of 2 emergency preparedness messages (choice-enhancing language [“the choice is yours”] vs choice-restricting language [“you must”]) in a between-subjects-posttest-only online survey experiment.

Results:

Structural equation modeling revealed that choice-restricting language resulted in greater freedom threat and subsequent reactance. Reactance resulted in a diminished attitude and subsequent intention to prepare an emergency kit.

Conclusion:

Public health practitioners would benefit from the inclusion of choice-enhancing language in their public communications, alongside the exclusion of choice-restricting language. Pretesting of messages is recommended to avoid eliciting reactance and subsequent boomerang effects.

Keywords

choiceemergency preparednessfreedom threatmessage framingpsychological reactance
Type
Brief Report
Information
Disaster Medicine and Public Health Preparedness , Volume 15 , Issue 3 , June 2021 , pp. 282 - 285
Copyright
Copyright © 2020 Society for Disaster Medicine and Public Health, Inc.

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References

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