The Effects of Choice and Autonomy-Supportive Language in Health Messages Aimed at Cancer Prevention

Background: Choice and autonomy-supportive language are message features expected to increase the effectiveness of online health communication. However, the evidence regarding their persuasiveness is mixed. Aims: This study explores the effects of choice and autonomy-supportive language in an online...

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Bibliographic Details
Published in:European journal of health psychology 2024-09, Vol.31 (3), p.101-113
Main Authors: Solovei, Adriana, Daal, Germund, Smit, Eline Suzanne
Format: Article
Language:English
Subjects:
Autonomy
Choice Behavior
Female
Human
Intention
Intrinsic Motivation
Male
Messages
Neoplasms
Preventive Health Behavior
Psychological Reactance
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Summary:Background: Choice and autonomy-supportive language are message features expected to increase the effectiveness of online health communication. However, the evidence regarding their persuasiveness is mixed. Aims: This study explores the effects of choice and autonomy-supportive language in an online message aimed at cancer prevention through increasing physical activity. Also, the moderating role of the need for autonomy and the mediating effects of reactance and autonomous motivation are assessed. Method: In a two (autonomy-supportive language: present or absent) by two (choice: present or absent) experiment, 218 participants were randomly assigned to an online health message. Results: Results revealed no effects of choice, however, autonomy-supportive language had a negative effect on the intention to increase physical activity. Additionally, a smaller indirect effect of autonomy-supportive language on intention via cognitive reactance, autonomous motivation, and attitude was found. The strength of this indirect effect was influenced by the need for autonomy: when individuals with a higher (vs. lower) need for autonomy were exposed to autonomy-supportive language, this led to a stronger decrease of cognitive reactance. Limitations: Limitations of the experiment include the cross-sectional, rather than longitudinal nature of the data and the lack of behavioral measurements, with behavioral intention used as outcome variable. Conclusion: To conclude, autonomy-supportive language may result in unwanted persuasive outcomes, such as a lower intention to increase physical activity. Yet, for individuals with a higher need for autonomy, autonomy-supportive language can reduce cognitive reactance.
ISSN:2512-8442
2512-8450
DOI:10.1027/2512-8442/a000159