Is it Up to Me or Them? Insights From an Experimental Study on Psychological Reactance Towards Climate Change Mitigation Appeals.

Bilfinger, L., Brummernhenrich, B. & Jucks, R.

Abstract

This study posits the hypothesis that the lack of an individual’s engagement in mitigating climate change might be due to reactance, a motivational psychological state that occurs when one’s perceived freedom to think or act is being threatened. In a 2 × 2 between-subjects experimental design (N = 623), we varied how mitigation recommendations for transportation were communicated (individual vs. policy appeal) in an online article. Additionally, we manipulated how directly the need to act was stressed (high- vs. low-controlling language). Outcome measures to capture reactance were perceived threat to freedom, counterarguing, and support for recommended mitigation efforts. Participants in the individual condition reported higher perceived threat to freedom, counterarguing, and showed lower support for the recommendations compared to those in the policy condition. In addition, high-controlling language increased perceptions of freedom threat. Results help clarify public responses to climate change mitigation appeals and offer insights about people’s perspectives on climate change mitigation.