In this article, James Price Dillard and Lijiang Shen explore the concept of reactance, which refers to the negative response people have when they feel their freedom is being threatened. The authors examine how reactance can impact health communication and persuasion, as individuals may resist messages that challenge their beliefs or values.
To better understand reactance, the authors draw comparisons between it and other psychological phenomena, such as cognitive dissonance and social identity theory. They explain that reactance arises when people perceive a threat to their autonomy, leading to feelings of anger, hostility, or defensiveness.
The article highlights several factors that can trigger reactance in health communication, including messages that challenge cultural beliefs or values, personal attacks on an individual’s identity, and perceived threats to freedom of choice. The authors emphasize that these triggers can lead to a range of negative outcomes, such as resistance to message adoption, increased polarization, and decreased message effectiveness.
To address these challenges, the authors propose several strategies for health communication professionals. These include:
- Acknowledging and validating individuals’ values and beliefs before presenting persuasive messages.
- Using credible sources and trustworthy messengers to build rapport and establish a connection with the audience.
- Providing choices and options that align with individuals’ values, while still promoting health behaviors or attitudes.
- Avoiding personal attacks, insults, or manipulative tactics in message design. Instead, focus on the benefits and positive outcomes of the message.
By understanding reactance and its impact on health communication, professionals can develop more effective strategies for persuasion and message adoption. By respecting individuals’ autonomy and values, they can build trust and foster a more receptive audience for their messages.
