The Role of Choice Clustering and Descriptive Norms in Attenuating Psychological Reactance to Water and Energy Conservation Messages

The current study advances the literature on environmental communication by exploring message strategies for promoting residential water and energy conservation. In doing so, this study also builds on psychological reactance theory by examining two additional antecedents to psychological reactance: choice clustering and descriptive norms. Across two samples, participants (N = 857) were randomly assigned to view water and energy conservation print ads in a 2 (choice clustering: choice vs. no choice) × 2 (descriptive norm: high vs. low) between subjects factorial design. Results indicated that messages providing choice within a cluster of conservation behaviors (vs. no choice) decreased freedom threat perceptions. Descriptive norm (high vs. low) was unrelated to freedom threat but indirectly influenced behavioral intention to conserve as mediated through perceived descriptive norm. Results from this study also revealed a negative association between perceived descriptive norm and state reactance. Findings are discussed in terms of the theoretical and practical contributions of the current study.