Prosociality as persuasive appeals: considering altruism, solidarity, and reciprocity from a psychological reactance perspective
Drawing from recent literature on prosocial motivation, we devise three prosocial persuasive appeals, altruism, solidarity, and reciprocity, and test if they are persuasive in encouraging prevention adherence in the late COVID pandemic. Additionally, we explore how three prosocial appeals differ in...
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| Format: | Article |
| Language: | English |
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Taylor & Francis Group
2025-12-01
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| Series: | Social Influence |
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| Online Access: | https://www.tandfonline.com/doi/10.1080/15534510.2025.2495570 |
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| author | Yadong Ji |
| author_facet | Yadong Ji |
| author_sort | Yadong Ji |
| collection | DOAJ |
| description | Drawing from recent literature on prosocial motivation, we devise three prosocial persuasive appeals, altruism, solidarity, and reciprocity, and test if they are persuasive in encouraging prevention adherence in the late COVID pandemic. Additionally, we explore how three prosocial appeals differ in persuasiveness through threat to freedom and psychological reactance. We use an experimental design (n = 895) and compare the three prosocial appeals with a conventional individual-benefit message and a no-message control. The results suggest conditional support for the persuasiveness of reciprocity message and the solidarity message but not the altruism message. The altruism message provokes the strongest psychological reactance, which explains its relatively low effectiveness. |
| format | Article |
| id | doaj-art-c87d6bbc92b747db8bf2c01b320811b2 |
| institution | OA Journals |
| issn | 1553-4510 1553-4529 |
| language | English |
| publishDate | 2025-12-01 |
| publisher | Taylor & Francis Group |
| record_format | Article |
| series | Social Influence |
| spelling | doaj-art-c87d6bbc92b747db8bf2c01b320811b22025-08-20T02:20:12ZengTaylor & Francis GroupSocial Influence1553-45101553-45292025-12-0120110.1080/15534510.2025.2495570Prosociality as persuasive appeals: considering altruism, solidarity, and reciprocity from a psychological reactance perspectiveYadong Ji0Department of Communication Studies, Western Washington University, Bellingham, WA, USADrawing from recent literature on prosocial motivation, we devise three prosocial persuasive appeals, altruism, solidarity, and reciprocity, and test if they are persuasive in encouraging prevention adherence in the late COVID pandemic. Additionally, we explore how three prosocial appeals differ in persuasiveness through threat to freedom and psychological reactance. We use an experimental design (n = 895) and compare the three prosocial appeals with a conventional individual-benefit message and a no-message control. The results suggest conditional support for the persuasiveness of reciprocity message and the solidarity message but not the altruism message. The altruism message provokes the strongest psychological reactance, which explains its relatively low effectiveness.https://www.tandfonline.com/doi/10.1080/15534510.2025.2495570COVID-19 preventionprosocial appealprosocial persuasionpsychological reactance |
| spellingShingle | Yadong Ji Prosociality as persuasive appeals: considering altruism, solidarity, and reciprocity from a psychological reactance perspective Social Influence COVID-19 prevention prosocial appeal prosocial persuasion psychological reactance |
| title | Prosociality as persuasive appeals: considering altruism, solidarity, and reciprocity from a psychological reactance perspective |
| title_full | Prosociality as persuasive appeals: considering altruism, solidarity, and reciprocity from a psychological reactance perspective |
| title_fullStr | Prosociality as persuasive appeals: considering altruism, solidarity, and reciprocity from a psychological reactance perspective |
| title_full_unstemmed | Prosociality as persuasive appeals: considering altruism, solidarity, and reciprocity from a psychological reactance perspective |
| title_short | Prosociality as persuasive appeals: considering altruism, solidarity, and reciprocity from a psychological reactance perspective |
| title_sort | prosociality as persuasive appeals considering altruism solidarity and reciprocity from a psychological reactance perspective |
| topic | COVID-19 prevention prosocial appeal prosocial persuasion psychological reactance |
| url | https://www.tandfonline.com/doi/10.1080/15534510.2025.2495570 |
| work_keys_str_mv | AT yadongji prosocialityaspersuasiveappealsconsideringaltruismsolidarityandreciprocityfromapsychologicalreactanceperspective |