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- Title
Prospect Theory, Discrete Emotions, and Freedom Threats: An Extension of Psychological Reactance Theory.
- Authors
Quick, Brian L.; Kam, Jennifer A.; Morgan, Susan E.; Montero Liberona, Claudia A.; Smith, Rebecca A.
- Abstract
Consistent with earlier research supporting the use of narratives to increase message persuasiveness, this study examined the role of guilt and happiness following exposure to organ donation narratives presented in professionally produced radio ads. As hypothesized, the loss-frame narrative was significantly associated with heightened guilt, which was related to greater freedom threat perceptions and psychological reactance. Conversely, the loss-frame narrative was negatively associated ( p = .06) with increased happiness. Contrary to what was hypothesized, reactance was not significantly negatively associated with favorable attitudes toward registering as an organ donor. Instead, freedom threat was directly negatively related to favorable attitudes. Our results are discussed with an emphasis on the theoretical and practical implications.
- Subjects
ADVERTISING effectiveness; ORGAN donation; NARRATIVES; PERSUASION (Rhetoric); PSYCHOLOGICAL reactance; FRAMES (Social sciences); PROSPECT theory; THREAT (Psychology)
- Publication
Journal of Communication, 2015, Vol 65, Issue 1, p40
- ISSN
0021-9916
- Publication type
Article
- DOI
10.1111/jcom.12134