Reactance to Persuasive Messages Depends on Felt Obligation

Psychological reactance theory suggests that the higher the threat-level of persuasive messages, the higher the reactance. Previous research has revealed ways to manipulate messages to either arouse or reduce psychological reactance. By contrast, the current work compares people's reactance across different target actions while keeping the threat-level of the message consistent. We propose that reactance to a message depends on the target action's pre-existing felt obligation. We demonstrate that low-obligation actions are more sensitive than high-obligation actions to the threat-level of a persuasive message. The current work provides one explanation for inconsistencies in the literature regarding message effects. This work also suggests that pre-existing obligation of a target action should be accounted for in order to successfully implement a message intervention.