The Impact of Locus of Control and Controlling Language on Psychological Reactance and Ad Effectiveness in Health Communication

Abstract

Based on two theoretical models-psychological reactance theory (PRT) and locus of control-this study examines the individual and joint effects of locus of control and controlling language on young adults' information processing. Two experimental studies on anti-driving-after-drinking (anti-DAD) and antismoking public service announcements (PSAs) were conducted that were conceptual replications of each other. Both studies afforded evidence that those with external locus of control were more involved in risky behaviors. There was a consistent interaction between locus of control and controlling language, such that those with internal locus of control were more sensitive to this message feature compared to those with external locus of control. Controlling language was found to increase reactance. The theoretical and managerial implications for health communication are elaborated. Limitations and directions for future research are also outlined.

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