Toward More Persuasive Diabetes Messages: Effects of Personal Value Orientation and Freedom Threat on Psychological Reactance and Behavioral Intention

This study seeks to explore more effective ways of creating tailored health messages in order to help self-management of diabetes symptoms. Personal value orientation and freedom threat as antecedents of psychological reactance are investigated as potential elements reflecting to tailored health messages and leading to more or less persuasive effects on self-management. Using these elements, the current study examines whether invoking an individual's personal value orientation (i.e., two extreme value orientations: self-enhancement and self-transcendence) and threatening an individual's freedom in health news messages about diabetes influence psychological reactance and affect suggested health behaviors. Based on the literature regarding tailored message strategies, value theory, and psychological reactance theory, a 2 (personal value orientation: self-enhancement value vs. self-transcendence value) x 2 (value-invoking message: invoked vs. non-invoked) x 2 (freedom threat: high vs. low) between-subjects factorial design experiment with within-subjects topics on diabetes (2: nutrition and physical activity) was conducted for prediabetes/diabetes adults. The findings are (1) direct effects of personal value orientation on psychological reactance, (2) direct effects of freedom threat on psychological reactance, and (3) the interaction effects of value orientation and freedom threat on psychological reactance and behavioral intention. Implications are discussed.