Does it make a difference who tells you what to do?

摘要: Nowadays, many advertising campaigns attempt to persuade people perform a specific behavior. In response such messages, can comply and adapt their behavior in the proposed direction. However, also experience psychological reactance, which may lead complete opposite of target present study, we were interested social nature reactance. According Social Agency Theory [12], more cues interaction. We suggest that this holds for argue there is positive relation between level agency source message reactance arouse. an online participants received low-controlling or high-controlling advice about energy conservation. This was delivered either solely as text, text with still picture robotic agent, brief film clip same agent. Results showed advisory resulted than message. Confirming our expectancies, stronger messenger led Implications are discussed.