Controlling Language and Irony: Reducing Threat and Increasing Positive Message Evaluations

Abstract High-controlling (HC) language is explicit, clear, and efficient; however, it can be perceived as threatening, thus risking rejection. The benefits and drawbacks of using HC language presents a dilemma for message designers. Psychological reactance researchers have begun to examine strategies designed to utilize the virtues of HC language while mitigating the vices. We conducted three experiments to examine the effectiveness of irony as another strategy to achieve such ends. Although the results provide evidence that irony combined with HC language is effective at reducing threat and increasing favorable message evaluations and intentions compared to a HC Literal message, questions still remain if such an approach is any better than using messages with low-controlling (LC) language.