PSYCHOLOGICAL REACTANCE THEORY

JessicaJ.Tomasello ConservationBehavior October14,2008

BACKGROUND:REACTANCE THEORY
Brehm &Brehm (1966): ATheoryofPsychologicalReactance | Brehm &Brehm (1981): PsychologicalReactance:ATheoryofFreedomandControl | DepartmentofPsychology,UniversityofKansas | Laboratorybasedsocialpsychologicalresearch
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PURPOSE
Outlinesasetofmotivationalconsequencesthatcanbe expectedtooccurwheneverfreedomsarethreatenedor lost | Specifies:
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Whatfreedomsare y Howtheycanbethreatened y Howtheresultingpsychologicalstate(reactance)ismanifested

y

(Brehm &Brehm,1981)

GENERAL TENETS OF REACTANCE

Freedomsarespecific,discrete;behavioralandattitudinal | Itisimportantforanindividualtomaintainhisorherchoice alternativestomaximizerewardsofbehavior | Reductionofchoicealternativesresultsinamotivational statetoreinstatelostalternativesorengageinbehavior whichwasthreatenedreassertionoffreedom increasedinterestin threatenedbehaviorsor attitudes decreasedattractionto forcedbehaviors | Threatscanbeeithersocialorinterpersonal
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WHAT IS REACTANCE?
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Threattoorlossoffreedomsmotivatespersontorestore freedom

Reactance=intensemotivationalstate
Manifestedthroughbehaviororactiontorestorefreedom y Personisoftenemotional,irrational,andsingleminded
y

EXAMPLES OF REACTANCE??????

VARIABLES
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Freedoms:
Freebehaviorswhicharerealisticallypossible y Personmusthavephysicalandpsychologicalabilitiestoengagein behavior y Mustknowthatheorshecandothebehavior(knowledge)
y

Restriction/threattofreedom
Mustbeperceivedasanunfairrestriction y Somethingisdeniedandthisissimplyunfair!
y

Reactance

PROCESS OF REACTANCE
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Perceptionofunfairrestrictiontowardactions/behaviors

Reactanceisactivated

Takeactiontoreduce/removereactance
(ButterfieldBooth,1996)

STUDIES
Mazis &Settle,1972:laundrydetergentinDade,County, Florida | Reich&Robertson,1979:antilitteringcampaigns | Propst &Kurtzz,1989:frameworkforleisurebehavior | Fogarty,1997:healthcareindustry&patient noncompliance | Schwartz(1970):bloodmarrowdonors
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ASSUMPTIONS
Aperson,atanygiventime,hasasetoffreebehaviors whichheorshecouldengageinnoworinthefuture | Personhasknowledgeofthesefreebehaviors | Reactanceisarousedtotheextentthatapersonbelieveshe orshehascontroloverpotentialoutcome | Thegreatertheimportanceofthreatenedfreedoms,the greaterthereactancearoused | Theamountofreactanceisdirectfunctionofnumberof freedomsthreatened | Freedomscanbethreatenedbyimplicationmagnitudeof reactanceisgreaterwhenimpliedthreatsoccur
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(Brehm &Brehm,1981)

ADVANTAGES/DISADVANTAGES
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Advantages:
Applicabletoanysituationinwhichthereisexpectationoffreedom andthreatarises Providesrecommendationsforwaystoreducereactanceinbehavior changecampaigns

Disadvantages:
Assumespeoplehaveanexpectationoffreedom Canbedifficulttomeasurereactance,freedom

Others???

IMPLICATIONS
| | |

Individualsareoftenmotivatedtoresistoractcountertosocial influence(e.g.masspersuasion) Importanttoexaminepossibilitiesofrepercussionsofprohibitive laws Behaviorchange:reactancecanreducedurabilityandreliability

(DeYoung,2000)

Whatimplicationsdoesthistheoryhaveforconservation behavior?