Degree Type

Thesis

Date of Award

2013

Degree Name

Master of Science

Department

Greenlee School of Journalism and Communication

First Advisor

Suman Lee

Abstract

This study is to investigate how the psychological reactance generates impact on acceptance of the campaign message of "stop texting while driving" among college students. A total of 180 undergraduate students completed the online survey asking for their cognitive and affective responses to the high- or low-threat campaign messages. Three hypotheses were tested among strength of reactance, degree of threat to freedom, amount of negative attitudes, and behavioral intention. This study found that: (1) In both high-threat and low-threat conditions, degree of threat to freedom one perceived is positively related to strength of reactance this individual experiences; (2) People who experienced stronger reactance had more negative attitudes toward the campaign message in high-threat condition, while in low-threat condition the result was not significant; (3) No significant result supports the assumption that strength of reactance is negatively related to the behavioral intention to follow the advocacy in the campaign message.

Copyright Owner

Yuyang Chen

Language

en

File Format

application/pdf

File Size

70 pages

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