Prospect theory, discrete emotions, and freedom threats: An extension of psychological reactance theory

Brian L. Quick, Jennifer A. Kam, Susan E. Morgan, Claudia A. Montero Liberona, Rebecca A. Smith

Research output: Contribution to journalArticle

32 Scopus citations

Abstract

Consistent with earlier research supporting the use of narratives to increase message persuasiveness, this study examined the role of guilt and happiness following exposure to organ donation narratives presented in professionally produced radio ads. As hypothesized, the loss-frame narrative was significantly associated with heightened guilt, which was related to greater freedom threat perceptions and psychological reactance. Conversely, the loss-frame narrative was negatively associated (p = 06) with increased happiness. Contrary to what was hypothesized, reactance was not significantly negatively associated with favorable attitudes toward registering as an organ donor. Instead, freedom threat was directly negatively related to favorable attitudes. Our results are discussed with an emphasis on the theoretical and practical implications.

Original languageEnglish (US)
Pages (from-to)40-61
Number of pages22
JournalJournal of Communication
Volume65
Issue number1
DOIs
StatePublished - Feb 1 2015

Keywords

  • Discrete Emotions
  • Health Campaigns
  • Message Frame
  • Narratives
  • Psychological Reactance

ASJC Scopus subject areas

  • Communication
  • Language and Linguistics
  • Linguistics and Language

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