Thinking Outside of Yourself: The Potential of Awe in Mitigating Psychological Reactance Via Inspiring Self-Transcendence.
Health communication February 7, 2025 Yao Yao, Jian Raymond Rui 1 citation
Awe, an emotion that shifts focus away from oneself, may reduce resistance to messages that feel freedom-threatening. Two studies—a survey of 353 people and an online experiment with 419 participants—tested whether awe lessens psychological reactance in health and environmental communication. Trait awe was linked to lower trait reactance. Induced state awe reduced state reactance by increasing self-transcendence and decreasing perceived threats to freedom, improving attitudes and behavioral intentions. This effect appeared only for climate change messages, not for sun protection. The findings suggest awe can be a strategic communication tool for certain issues.