Psychological reactance in advertising - validity and reliability of the HPRS

Lyubomira Spasova ()
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Lyubomira Spasova: Department of Social Sciences and Business Language Training, Faculty of Economics, Trakia University, Stara Zagora, Bulgaria

Business & Management Compass, 2026, issue 1, 5-21

Abstract: Background and aim: Psychological reactance influences how consumers perceive advertising messages, particularly when these messages contain restrictions or directives. The aim of this study is to develop and validate a reliable instrument for measuring young consumers’psychological reactance toward healthy food advertising. Scope: The research examines how restrictive advertising messages evoke perceptions of a lack of choice and threats to freedom among consumers aged 18 to 35.Methods:A survey was conducted among 209 consumers. The Hong Psychological Reactance Scale (HPRS), comprising four subscales, and an additional questionnaire measuring advertising-induced reactance through three subscales (perceived threat to freedom, lack of choice, and perceived constraints) were employed. Principal component analysis (PCA) confirmed a four-factor solution for the HPRS. Scale reliability was assessed using internal consistency coefficients, and Pearson correlation analysis was applied to examine relationships between dispositional and advertising-induced reactance.Results:Significant linear relationships were identified between dispositionalreactance and advertising reactance. Reactance to compliancewas positively associated with perceived threat to freedom and lack of choice, while Reactance to advice and recommendationsshowed strong positive relationships with lack of choice and perceived constraints. The advertising reactance subscales were moderately to strongly interrelated. Overall, restrictive advertising messages intensified perceptions of limited freedom and triggered resistance toward advertised products. When consumers experienced a lack of choice, compliance tendencies were observed, whereas clearly stated constraints occasionally led to more favorable attitudes toward healthy recommendations. Conclusions: Elevated levels of psychological reactance among young consumers are associated with negative responses to restrictive healthy food advertising. Advertising strategies should therefore minimize perceived pressure and control to reduce resistance. Originality: This study provides a validated instrument for assessing psychological reactance in advertising contexts and advances understanding of the mechanisms underlying consumer responses to health-related messages. Practical implications: Advertisers should frame healthy food recommendations in ways that support autonomy and provide choice in order to enhance campaign effectiveness.

Keywords: Psychological reactance; Healthy food advertising; Perceived threat to freedom; Lack of choice; HPRS (search for similar items in EconPapers)
JEL-codes: D3 D4 M37 (search for similar items in EconPapers)
Date: 2026
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