University of Twente Student Theses
Risky Business: Follow the Norm or Dare to Impress : The influence of impression motivation on social norm expectations in risk information seeking and processing behaviour
Megens, Anniek (2024) Risky Business: Follow the Norm or Dare to Impress : The influence of impression motivation on social norm expectations in risk information seeking and processing behaviour.
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| Abstract: | To properly convey risk information, risk awareness campaigns need to be designed in such a way that they will prompt people to seek and process the relevant information. This is especially the case when the risk is still unfamiliar such as the risks brought by zoonotic diseases. This study examined the moderating influence of impression motivation on the relation between informational subjective norms and risk information seeking and processing. Additionally, this study explored the effect of self-monitoring and the need to belong on impression motivation. An experiment was conducted with the attempt to influence perceived informational subjective norms. Results showed that the participants (N = 126) were not influenced by the manipulation and subsequently no moderating effect could be found. However, informational subjective norms in general did influenced information seeking and processing. Additionally, impression motivation negatively moderated the positive effect of informational subjective norms on systematic processing when participants had a low or average impression motivation. Moreover, the need to belong and impression motivation seem to be related but further research is needed to analyse this relationship. Future research should consider using a risk topic that is more recognized when attempting to influence informational subjective norms, and social motivators should be included when studying risk information seeking and processing. Impression motivation seems to be an important factor in influencing the effectiveness of informational subjective norms on systematic information processing. Therefore, it should be taken into account when developing risk awareness campaigns. |
| Item Type: | Essay (Master) |
| Faculty: | BMS: Behavioural, Management and Social Sciences |
| Subject: | 77 psychology |
| Programme: | Psychology MSc (66604) |
| Link to this item: | https://purl.utwente.nl/essays/103411 |
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