ABSTRACT

Online users today are provided with a variety of customization tools to build their own information environment. A growing number of public health messages reach their target audiences via these digital venues. Given the deeply personal and individualized nature of customized environments, do online users show lesser reactance to persuasive health messages? Or, are they more likely to show reactance because they feel intruded upon? We conducted a 2 (Customization: present vs. absent) × 2 (Message threat: high vs. low) experiment (N = 145) to find out. Data showed that interface customization increases the sense of control and sense of identity among users. Sense of control is positively associated with threat to freedom of action, causing more affective reactance. In contrast, a sense of identity is negatively associated with anger toward the persuasive message. Theoretical and practical implications for online health campaigns are discussed.

摘要

今天的在线用户被提供了各种定制工具来构建他们自己的信息环境。越来越多的公共卫生信息通过这些数字场所到达目标受众。鉴于定制环境的高度个性化和个性化性质，在线用户是否对有说服力的健康信息表现出较小的反应？或者，他们是否更有可能因为感到被侵犯而表现出反抗？我们进行了 2（定制：存在与不存在）×2（消息威胁：高与低）实验（N = 145）来找出答案。数据显示，界面定制增加了用户的控制感和认同感。控制感与对行动自由的威胁呈正相关，导致更多的情感反应。相比之下，认同感与对有说服力的信息的愤怒呈负相关。讨论了在线健康运动的理论和实践意义。