Amid increasing advertising noise on social media, this study examines the phenomenon of reactance in response to call-to-action (CTA) imperative messages in social media advertisements and investigates whether users are more likely than not to avoid ads perceived as having a stronger persuasive intent. It examines the phenomenon of reactance in response to CTA imperative messages in social media advertisements.
A post-test control group experimental method was employed, where users were randomly exposed to manipulated and non-manipulated social media ads. The control group viewed ads without CTA imperative elements, while the experimental group encountered ads featuring multiple CTA messages. Both groups had identical segmentation attributes, with the same appearance and wording of ads except for the CTA elements. Statistical analysis was conducted on impressions and clicks.
Results show that ads lacking direct CTA imperative elements are more effective at eliciting clicks. Strongly persuasive CTA messages may provoke reactance, reducing ad effectiveness. These findings challenge common industry practices and highlight the importance of neutral, organic advertising strategies in social media environments.
This study enhances the understanding of the relationship between CTA imperative messages and user reactance. Extending Brehm’s Psychological Reactance Theory (PRT) introduces the inductive reactance model (IRM), offering a deeper theoretical framework. The findings may lead marketers to reassess the use of imperative CTA messages, questioning practices that prioritize direct CTA.
