The impact of self-construal and message frame valence on reactance: a cross-cultural study in charity advertising

In the context of charity advertising, this two-study design project aims to contribute at the intersection of three literatures: psychological reactance theory (PRT), messaging framing, and self-construal theory. Using a survey with student samples from the US and China, Study 1 demonstrated that self-construal affected reactance, such that independent self-construal was more associated with reactance. Further, it outperformed cultural background in predicting reactance. People with predominantly interdependent self-construals showed higher intention to purchase a product with social causes. Study 2 was a 2 (framing: gain vs. loss)?×?2 (self-construal: independent vs. interdependent) between-subjects experiment using a non-student sample in the US results on the associations between self-construal and reactance and the intent to donate were consistent with findings of Study 1. Study 2 also indicated that compared to gain-framed appeals, using loss-framed appeals in charity advertising generated more reactance, the gap was more pronounced among individuals with relatively higher interdependent self-construals (i.e. moderate and high levels of interdependent-independent self-construal). This project offers important theoretical and applied implications and provides a robust avenue for future research. Limitations were also outlined.