| dc.description.abstract | Using psychological reactance theory (PRT; Brehm, 1966) as an explanatory framework, this dissertation experimentally tested the effects of combining controlling language, fear appeals, and disgust appeals on responses to messages advocating COVID-19 vaccination. Measured responses included psychological reactance, source derogation, message attitudes, and COVID-19 vaccination intentions. Pilot study 1 (N = 240) was conducted to examine individual components (i.e., controlling language, fear appeals, disgust appeals) within the treatment messages and images. Pilot study 2 (N = 497) tested thirty-two treatment messages and selected sixteen to be used in the main study.
A main study was then conducted to examine message responses. Participants (N = 447) were randomly assigned to one of eight conditions, crossing controlling language (high vs. low), fear appeals (high vs. low), and disgust appeals (high vs. low). In each condition, participants were presented with two message variations (counterbalanced) showing the consequences of COVID-19 infection and encouraging them to get vaccinated. After each message, participants were asked to respond to a battery of measures. Individual differences in trait reactance and disgust sensitivity were also measured prior to message exposure.
Results showed when messages contained either high levels of controlling language, high fear, or high disgust appeals, message responses suffered—participants reported more source derogation and fewer favorable message attitudes, compared to messages containing either low levels of controlling language, low fear, or low disgust appeals. No significant 3-way interaction among controlling language, fear, and disgust appeals was found. However, the 2-way interaction between fear and disgust appeals in the low controlling language condition was significant—participants reported significantly less source derogation and more favorable message attitudes in the low controlling language, low fear, and low disgust appeals condition. Perceptions of freedom threat and reactance mediated the relationships between attribute-based message manipulations and source derogation, message attitudes, and vaccination intentions. Individual differences in trait reactance were positively associated with perceptions of freedom threat and reactance, but were negatively associated with source credibility, favorable message attitudes, and COVID-19 vaccination intentions. Individual differences in disgust sensitivity had no significant influence on message responses.
The ramifications of these findings for enriching fear and disgust literature from a reactance perspective and encouraging COVID-19 vaccination as well as vaccinations against other viruses are noteworthy. Findings, limitations, and implications of the research are discussed.
Keywords: COVID-19 vaccination, freedom threat, psychological reactance, message attitudes, source derogation | en_US |
