Increasing the attractiveness of college cafeteria food: A reactance theory perspective

Abstract

Examined attitudinal effects of the elimination of a free behavior in a field experiment employing 27 female college students. Ss completed a survey, giving a rating of their cafeteria food. 9 days later they randomly received 1 of 3 communications: (a) elimination condition-eliminating their cafeteria use for 2 wks; (b) control condition-eliminating carbonated beverages; or (c) control condition-announcing a movie presentation. 5 min after receiving the communication, the Ss again completed the survey rating the cafeteria food. Only the elimination condition showed a greater positive reevaluation of the food as reflected by difference scores for the pretest and posttest ratings. Results are discussed in terms of contradictory hypotheses of J. Brehm's (1972) reactance theory and R. A. Wicklund's (l972) concept of prior exercise of behavioral freedom. (PsycInfo Database Record (c) 2025 APA, all rights reserved)