Designing messages with high sensation value: When activation meets reactance

Abstract

Objective: Based on two theoretical models – activation model of information exposure and psychological reactance theory – this study examined the individual and combined effects of message sensation value (MSV) and controlling language on young adults’ information processing.

Method: Two experimental studies on anti-drunken driving and anti-smoking public service announcements were conducted that were conceptual replications of one another. The measures included perceived threat to freedom, sensation seeking, perceived ad effectiveness and state reactance (anger).

Results: Across the two studies, MSV was found to advance the perceived ad effectiveness, and controlling language contributed to anger. A consistent interaction was revealed, such that participants responded positively to the high sensation value messages when presented with low controlling language. The effect of high sensation value anti-smoking ads to advance persuasiveness particularly under the condition of low controlling language was more influential to low sensation seekers.

Implication: This study suggests that increasing MSV coupled with high controlling language can backfire, especially when targeting young adults. The implications for persuasion in general are considered, as well as the specific findings for drunken driving and smoking.

Keywords:

• activation model of information exposure
• psychological reactance theory
• message sensation value
• controlling language