Lecture 4: Psychological reactance & politeness theory

Question 1

Why is reactance theory often used?

Answer 1

To investigate why certain health campaigns backfire.

Question 2

What is an essential element of the reactance theory (Brehm, 1966)?

Answer 2

Freedom/ the need for autonomy

Question 3

What is freedom/ the need for autonomy?

Answer 3

We all have the need to be free, think, feel and behave as we choose.

This freedom can be threatened and if, we will give a certain reactance, with as a goal to restore our freedom (‘you can’t touch that’ resulting in us toughing it because you cannot tell me what to do)

Question 4

How can freedom be restored?

Answer 4

1. Directly
2. Indirectly
3. Deny the resistance of the threat

Question 5

How do you directly restore freedom?

Answer 5

By doing the forbidden effect i.e., touching it

Question 6

How do you indirectly restore freedom?

Answer 6

By derogating the source of the thread. I.e., by thinking negatively about the one who said not touch it.

You could even experience an increased linking towards the forbidden behavior. I.e., deny that it ever happened and start something else like kicking a classmate.

Question 7

What is resistance according to the reactance theory (Brehm, 1966)?

Answer 7

Resistance is the result of a motivation to regain our sense of freedom, and for a very length time, the nature of this motivational state was undetermined.

Question 8

How does Brehm (1966) look on measuring resistance?

Answer 8

He claimed that reactance could not be measured. You can predict and measure the antecedence of reactance (i.e., the things that are threatening), that you can measure the outcome of reactance but the concept resistance itself to be unmeasurable.

Question 9

What are the 5 different models of Dillard & Shen (2005) and Rains & Turner (2005) when measuring the nature of reactance?

Answer 9

1. Reactance is purely a cognitive response
2. Reactance is purely an affective response
3. Reactance is both, with distinct cognitive and emotional effects
4. Effects can come one after another (i.e., linear)
5. Effects can be intertwined

Question 10

What is reserve psychology?

Answer 10

Telling someone what NOT to do, they want to increase their reactance by doing it either way.

Question 11

What is the scarcity tactic?

Answer 11

For example, the common opinion about Balenciaga sneakers is that these are hideous. However, everyone wanted to have them because they are so ‘limited’

Question 12

What is the politeness theory of Brown & Levinson (1987)?

Answer 12

Has a lot in common with the reactance theory, however it focusses more on the language that is used in the persuasive messages, and how that language could determine how we respond to the message.

Also claims that we have a fundamental need for autonomy and independence.

Question 13

What are the two “faces” of the politeness theory of Brown & Levinson (1987)?

Answer 13

• Negative face wants

- Positive face wants

Question 14

What is the negative face wants of the politeness theory of Brown & Levinson (1987)?

Answer 14

We don’t like other to tell us whaat to do, which is called negative face wants

Question 15

What is the positive face wants of the politeness theory of Brown & Levinson (1987)?

Answer 15

People have a fundamental need for approval, acceptance and being views as competent. We want to be liked and respected

Question 16

What is meta-communication?

Answer 16

We choose our words because we don’t want to threaten each other face wants. Says a lot about the relation with the other.

It’s not only about what we say but also about how we say it.

Resistance to persuasion in this conversation is a reaction to an unjustified claim which threatens one or both aspects of face wants (i.e., one is considered impolite)

Question 17

When can a persuasive message be seen as a face threatening act?

Answer 17

When it:

• Contains forceful language
  
  • Using imperatives such as commands or order (controlling)
  • Demeaning anyone who does not agree with the advocated stance (i.e., you need to put your cam on or you’re a loser)

Question 18

What is the consequence of face threat?

Answer 18

people start to derogate the source of the message, so the competence and intelligence of the source are called into question, the claims made by the source (the actual message) can therefore be derogated as well.