Source Interactivity Enhances Sense of Community and Reduces Psychological Reactance: Effects of the Like Button on
Jeeyun Oh1, Guan-Soon Khoo1, Jung Ah Lee2
1The University of Texas at Austin, Austin, Texas, USA.
Abstract:
This study investigates the psychological mechanism by which source interactivity influences health message evaluations. Combining health communication and interactivity literature, two theoretical routes to persuasion were proposed: enhanced sense of community and reduced psychological reactance. A 2 × 2 (source interactivity: absence vs. presence X smoking status: nonsmoker vs. current smoker) factorial-design experiment (N = 343) was conducted on an anti-smoking website. Result revealed that the endorsing and sharing features that resembled the Like button on Facebook enhanced self-as-source perceptions and sense of community, which exerted significant effects on message credibility for smokers and message enjoyment for nonsmokers. Among smokers, self-as-source perceptions reduced psychological reactance, which promoted greater message credibility and more negative attitudes toward smoking behavior.
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