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

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.