An Empirical Evaluation of the Reversal Theory State Measure: Tracking Changes in the Experience of Video Commercials of Three Leading Running Brands

Abstract of paper delivered at the 17th International Reversal Theory Conference, Day 3, session 4, 01.07.15

An Empirical Evaluation of the Reversal Theory State Measure Using Three Running Brand Video Commercials

This paper reports on the first known empirical use of the Reversal Theory State Measure (RTSM) since its publication by Desselles et al. (2014). The RTSM was employed to track responses to three purposely-selected video commercials in a between-subjects design. Results of the study provide empirical support for the central conceptual premise of reversal theory, the experience of metamotivational reversals and the ability of the RTSM to capture them. The RTSM was also found to be psychometrically sound after adjustments were made to two of its three component subscales. Detailed account and rationale is provided for the analytical process of assessing the psychometric robustness of the RTSM, with a number of techniques and interpretations relating to component structure and reliability discussed. Agreeability and critique of the two available versions of the RTSM – the bundled and the branched – is also examined. Researchers are encouraged to assist development of the RTSM through further use, taking into account the analysis and recommendations presented.

Developmental Antecedents of Proactive and Reactive Rebelliousness: The Role of Parenting Style, Childhood Adversity, and Attachment

Adolescence is a time of developmental transition that for one in five young people is characterised by feelings of oppositionality, rebellion, and negativism. Despite the prevalent experience of teen turbulence and despite its significance within the phenomenological framework provided by reversal theory (RT), the childhood antecedents of rebelliousness in adolescence and adulthood have not been given extensive empirical attention within RT, although such work has been carried out using other constructs and theories. We examined recalled parenting style, childhood adversity, and attachment style in adulthood as correlates of proactive and reactive rebelliousness in a sample of 80 participants, aged 18 to 50 years. Each participant responded to a questionnaire package containing the revised Adult Attachment Scale, the Parental Bonding Instrument, the Childhood Experience of Care and Abuse Questionnaire, and the Negativism Dominance Scale. We found that paternal abusive parenting, followed by paternal parenting style, paternal neglect, and paternal antipathy were independently predictive of scores on proactive rebelliousness, the sensation-seeking form. Maternal and paternal indifferent parenting styles each were found to equivalently and independently predict scores on reactive rebelliousness, the interpersonal disaffection form. The results of this study suggest these two forms of rebelliousness may have distinctly different antecedents. A longitudinal study is needed to examine the potentially causal pathways that are suggested by the results of this cross-sectional research. We consider reversal theory explanations of these results and contrast them with complementary theoretical frameworks.