Folks typically react negatively to well being messages as a result of they have a tendency to dictate what we are able to and can’t do, however new analysis reveals that interactive media can soften unfavorable reactions—or reactance—to well being messages which are distributed on-line.
In a research, Penn State and Stony Brook College researchers discovered that web site indicators that supplied cues concerning the recognition of content material—or bandwagon cues—and instruments that allow customers touch upon content material lowered reactance to well being messages and elevated the probabilities that folks would settle for the well being recommendation supplied within the message.
In line with the researchers, interactive media instruments might open up new methods to assist well being communicators craft messages that may persuade individuals whereas avoiding reactance.
“In the event you do a superb job designing the interface in a method that shows the recognition of a well being message amongst different viewers, that will decrease the psychological reactance amongst your audience,” stated S. Shyam Sundar, James P. Jimirro Professor of Media Results within the Donald P. Bellisario Faculty of Communications and co-director of the Media Results Analysis Laboratory. “After they have decrease psychological reactance, normally, meaning they’re extra prone to settle for your message. This provides a really highly effective method of attaining higher communication and persuading individuals to undertake higher well being practices with out altering the message in any respect.”
Reactance is usually felt when an individual’s freedom is threatened, in keeping with Ruobing Li, assistant professor of communications and journalism, Stony Brook College, who’s the primary writer of the research.
“As human beings, we love freedom of motion, we love to decide on what to do and the way to do it,” stated Li. “However every time freedom of