Using Psychological Reactance and Bandwagon Cues to Explain High School Sports Coaches’ Resistance to Concussion Communication Policies

Sport-related concussions (SRC) are a significant health risk for athletes amalgamated by issues with underreporting. Coaches play a pivotal role in promoting safety and health, but coach-player SRC communication efforts have been insufficient at improving players’ reporting behaviors. This study considers coaches’ responses to a proposed mandate to engage in SRC communication with athletes via psychological reactance theory (PRT), with bandwagoning cues positioned as a form of social proof that heightens or mitigates persuasion. Two hundred five coaches from 20 distinct sports were exposed to one of four messages addressing a proposed SRC management policy mandating biweekly coach-player communication about SRCs. The message variations incorporated different bandwagon cues (positive, negative, absent, mixed), manipulated through user comments and emoji reactions on a simulated social media environment. Results demonstrate direct and mediated relationships between exposure to negative bandwagon cues, bandwagon perceptions, freedom threat, reactance, and opposition intentions. Our findings provide valuable insights into the dynamics of coaches’ attitudes towards SRC communication in a social media context, bridging gaps in the literature and introducing PRT to the SRC domain.