Degree Type

Thesis

Date of Award

2014

Degree Name

Master of Science

Department

Greenlee School of Journalism and Communication

First Advisor

Suman Lee

Abstract

This study investigates the influence of psychological reactance on the campaign message of "preventing drunk driving" to college students; it is based on different levels of source authority and fear appeal. 146 undergraduate students were divided into five groups to take an online survey examining their cognition with respect to different types of posters. Their perceived degrees of threat to freedom, psychological reactance, attitudes, and behavioral intention were tested among five hypotheses and one research question. This study found that: (1) Participants' psychological reactance was significantly related with their threat to freedom, but strongly negatively related with both attitude and behavioral intention to follow the advice in the posters; (2) The level of source authority of spokespersons in the campaign was positively-related with psychological reactance; (3) A high level of fear appeal of message content significantly generated a significantly higher psychological reactance; (4) There was no significant interaction between level of source authority and level of fear appeal on psychological reactance.

DOI

https://doi.org/10.31274/etd-180810-3793

Copyright Owner

Xiaotong Zhang

Language

en

File Format

application/pdf

File Size

68 pages

Included in

Communication Commons

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