Theses and Dissertations from UMD

Permanent URI for this communityhttp://hdl.handle.net/1903/2

New submissions to the thesis/dissertation collections are added automatically as they are received from the Graduate School. Currently, the Graduate School deposits all theses and dissertations from a given semester after the official graduation date. This means that there may be up to a 4 month delay in the appearance of a give thesis/dissertation in DRUM

More information is available at Theses and Dissertations at University of Maryland Libraries.

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Author: search.filters.author.Magid, YoavSubject: search.filters.subject.advertising

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    The Following Message Might Make You Mad: Forewarning and Inoculation Against Reactance
    (2011) Magid, Yoav; Turner, Monique M; Communication; Digital Repository at the University of Maryland; University of Maryland (College Park, Md.)
    If a persuasive attempt, be it a commercial advertisement, a Public Service Announcement, or a major public health campaign, threatens individuals' perceived freedom to make their own choices, psychological reactance can cause the attempt to be ineffective or even to backfire. Extant research points to two major ways of reducing reactance, the first being weakening the language of the persuasive message, and the second offering a freedom-restoring postscript. In the present research, a method to nip reactance in its bud by forewarning and inoculating individuals against their impending reactant state is proposed and experimentally tested. The data suggested that forewarning individuals against reactance made them more reactant, but inoculating them had no effect. In terms of boomerang effect, forewarning and inoculating seemed to work (marginally) for women, but backfire for men. Implications are discussed.