Does social influence affect COVID-19 vaccination intention among the unvaccinated?

Conformist social influence is a double-edged sword when it comes to vaccine promotion. On the one hand, social influence may increase vaccine uptake by reassuring the hesitant about the safety and effectiveness of the vaccine; on the other, people may forgo the cost of vaccination when the majority is already vaccinated – giving rise to a public goods dilemma. Here, we examine whether available information on the percentage of double-vaccinated people affects COVID-19 vaccination intention among unvaccinated people in Turkey. In an online experiment, we divided participants (n = 1013) into low, intermediate, and high social influence conditions, reflecting the government’s vaccine promotion messages. We found that social influence did not predict COVID-19 vaccination intention, but psychological reactance and collectivism did. People with higher reactance (intolerance of others telling one what to do and being sceptical of consensus views) had lower vaccination intention, whilst people with higher collectivism (how much a person considers group benefits over individual success) had higher vaccination intention. Our findings suggest that advertising the percentage of double-vaccinated people is not sufficient to trigger a cascade of others getting themselves vaccinated. Diverse promotion strategies reflecting the heterogeneity of individual attitudes could be more effective.

Resistance to Persuasion: Examining the Influence of Political Ideology on COVID-19 Vaccine Uptake Hesitancy

The COVID-19 pandemic has contributed to the death of over 625,000 Americans and it continues to have monumental consequences worldwide for economic, social and individual life. An effective vaccine program is considered vital to securing collective immunity; yet, many Americans are still hesitant to be vaccinated. This two-part study first experimentally tests two message frames (inoculation vs control) designed to counter resistance to the COVID-19 vaccine with individuals who are initially supportive, neutral or opposed to it. Based on a key finding from Study 1 (that political ideology appears to be impacting receptiveness to the messaging), Study 2 examines response to these same two messages using either a politicized (Dr. Anthony Fauci) or neutral source to test the mediating effects of political ideology. Results contribute to existing literature by examining inoculation effects in a new context (“debunking” misinformation vs “prebunking” to bolster supportive attitudes), and demonstrate how psychological reactance is working in tandem with inoculation to influence attitudes toward the COVID-19 vaccine.

Trust in Science, Perceived Media Exaggeration About COVID-19, and Social Distancing Behavior

For many individuals, the media function as a primary source of information about preventative measures to combat COVID-19. However, a considerable number of citizens believe that the media coverage about pandemics is exaggerated. Although the perception of media exaggeration may be highly consequential for individual health behaviors, we lack research on the drivers and consequences of this perception. In a two-wave panel study, we examined associations between trust in science, perceptions of media exaggeration about COVID-19, and social distancing behavior during the lockdown in Austria (NT2 = 416). Results showed that trust in science at T1 led to less perceptions of media exaggeration about COVID-19 at T2. Furthermore, consistent with the theory of psychological reactance, perceptions of media exaggeration about COVID-19 at T1 caused less social distancing behavior at T2. Thus, findings suggest that trust in science may positively affect individuals' social distancing behavior by decreasing perceived media exaggeration about COVID-19 over time. Implications for research on media effects in times of COVID-19 and conclusions for journalists are discussed.

Can you represent me? The influence of consumers' self-congruity on their brand loyalty behavior

PurposeThis study aimed to verify the impact of consumers' self-congruity on brand loyalty behavior when stock-out happens; the role of the psychological reactance theory as a mediator was assessed.Design/methodology/approachData collection was carried out in the form of a questionnaire survey. Data from 417 respondents were analyzed, and structural equation modeling was applied to test the hypotheses.FindingsThe findings revealed the positive significant impact of consumers' self-congruity on their brand loyalty behavior, and the mediating effect of psychological reactance between self-congruity and consumers' brand loyalty behavior.Practical implicationsThis study offers retailers/brand owners a deeper understanding of the remedy strategy needed to reduce the sales loss in their firms when stock-out happens.Originality/valueThis study provides a theoretical and empirical test on the influence of consumers' self-congruity on their brand loyalty behavior, bringing consumers' psychological reactance into the research as a mediating factor, thereby enriching the existing research on consumers' out-of-stock reactions.

Social Overload and Discontinuance Intention on Facebook: A Comparative Study

When users begin to feel uncomfortable about the influence of social network services (SNSs) on their lives, they react with various discontinuance behaviors. This comparative study intends to provide a comprehensive explanation of how the fatigue or regret phenomenon is related -to users’ diverse reactions against SNSs. This study attempts to answer two questions: 1) How do specific types of relationships influence social overload from SNS interactions on Facebook? and 2) How does social overload threaten the free usage of services and lead to users’ dissatisfaction with SNSs, and how do these constructs influence users’ intent to discontinue usage of SNSs? To this end, we test a reactance model with Facebook users (n = 433) using Partial Least Squares Structural Equation Modeling (PLS-SEM). This study found significant results of the reactance mechanism using samples from two countries, Korea and Japan, which support the generalizability of the reactance mechanism in SNS fatigue. The path of the psychological reactance mechanism in SNSs could differ by country. We also found that reactions toward persona non grata in SNSs differed by country. Our findings suggest that the specific cultural context should be considered when analyzing social overload in SNSs. In previous studies, insufficient attention has been paid to the social features or contexts of SNS. This study proposes a new categorization of relationships in the context of SNSs through the persona non grata concept. As SNSs are social platforms, emotions perceived from the social features of SNSs are an important construct that motivates people to continue using SNSs. Therefore, promoting free activities for users can be an important strategy for maintaining their motivation to use the service. It should be noted that the sample used in this study was slightly unbalanced by the inclusion of a greater proportion of young participants.

Reducing Unhealthy Normative Behavior: The Case of Sports and Energy Drinks

American adolescents consume more sugar-sweetened beverages (SSBs) than any other age group. Sports and energy drinks consumption among adolescents is higher than other SSBs. For sports drinks, there is uncertainty about their “healthiness” and also beliefs that these drinks may provide health benefits such as hydration, enhanced athletic performance, heightened mental alertness, and rapid recovery after exercise. Confusion about relative healthiness and expectations of health benefits suggest that factors that may encourage youth to avoid drinking sports and energy drinks, such as athletic status, psychological reactance, and SSB media literacy, may necessitate different approaches to promoting avoidance of sports drinks compared with avoidance of energy drinks. Using a nationally representative U.S. probability-based web panel augmented by a volunteer nonprobability-based web panel of 500 adolescent participants aged 14 to 18 years, we used the reasoned action approach to model intention to avoid sports and to avoid energy drinks. The result show there are similarities and differences in the determinants associated with adolescents’ avoidance of sports and energy drinks: attitudes and descriptive normative pressure are both related to increased avoidance for both types of drinks and perceived control over the avoidance behavior is positively associated for with intention to avoid for energy drinks. Sport identification, psychological reactance, and SSB media literacy also play a different role in the sports and energy drink models. Based on our results, the content of prevention messages in interventions to limit sports drinks will need to be quite different from those targeted at reducing energy drink consumption.

Rather than inducing psychological reactance, requiring vaccination strengthens intentions to vaccinate in US populations

In a survey and three experiments (one preregistered with a nationally representative sample), we examined if vaccination requirements are likely to backfire, as commonly feared. We investigated if relative to encouraging free choice in vaccination, requiring a vaccine weakens or strengthens vaccination intentions, both in general and among individuals with a predisposition to experience psychological reactance. In the four studies, compared to free choice, requirements strengthened vaccination intentions across racial and ethnic groups, across studies, and across levels of trait psychological reactance. The results consistently suggest that fears of a backlash against vaccine mandates may be unfounded and that requirements will promote COVID-19 vaccine uptake in the United States.

Romantic Partner Interference and Psychological Reactance in the Context of Caregiving for an Aging Family Member

Negotiating romantic relational dynamics is inherent to family caregiving situations, which continue to be on the rise in the United States. However, despite evidence that family caregiving duties are linked to a variety of negative relational outcomes, limited research examines communication processes that contribute to or alleviate the burden of caregiver duties on romantic relationships. Guided by psychological reactance theory (PRT), this study examined the link between romantic partner interference with family caregiving duties and the reactance process, as well as directness of communication about irritation as a type of freedom restoration behavior associated with reactance. Adults caring for aging family members recruited from MTurk ( N = 187) completed an online survey as part of a larger study of romantic partner communication surrounding family caregiving. Results using PROCESS serial mediation indicated that greater partner interference was related to heightened perceptions of freedom threat, which was positively associated with the experience of reactance, which in turn was associated with communication about irritation. However, the association between reactance and directness of communication about irritation was negative, the opposite direction of what was hypothesized. Implications for PRT and interventions with caregivers and their romantic partners are discussed.

Unintended Effects of Risk Communication: Impacts of Message Fatigue, Risk Tolerance, and Trust in Public Health Information on Psychological Reactance

How individuals experience unintended effects of risk messages is an understudied area. Focusing on three types of unintended effects (i.e., message fatigue, risk tolerance, and psychological reactance) associated with health risk communication, we conducted an online survey among Italian adults (N = 507) to investigate how perceived message fatigue and risk tolerance might induce psychological reactance and whether trust in public health information might mediate this relationship. Results from mediation models revealed: (a) greater message fatigue and risk tolerance increased psychological reactance; (b) greater message fatigue and risk tolerance led to distrust in government-shared health information; (c) trust in public health information mediated the effects of message fatigue and risk tolerance on psychological reactance. Theoretical and practical implications are discussed.