University of Twente Student Theses


Media-Effects of Fail-Videos on Risk Perception and Risk-Taking

Scheithauer, M.W.M. (2015) Media-Effects of Fail-Videos on Risk Perception and Risk-Taking.

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Abstract:Many injuries and even deaths were registered as a supposedly cause of copycatting behavior from television-programs broadcasting risky behavior, anecdotally evident in popular newspapers. However, few studies exist that try to shed some light on the mechanisms taking place when it comes to media-effects on risk-taking intentions and risk perception. Being interested in the outcomes and effects of watching amateur-videos depicting failed risk-taking, the stimuli used for a randomized controlled trial involving 239 participants were varied on the visual content factor as well as the audio factor. Clips were varied on factor ´success vs. fail´ and factor ´laughing vs. horror-sound´, the control group was not influenced by any videos. Besides manipulation checks whether the varied factors were perceived as intended, several 2x2 ANOVAs and regression-analyses were performed. Hypothesis 1 suggested a direct influence of the different video-versions on risk-taking intentions and risk perception. Results showed that only ethical risk-taking was influenced by whether participants saw a risky behavior going well versus going wrong. In other words, the depiction of injurious risk-taking decreased the intentions to take risks in the ethical sphere. Hypothesis 2 suggested a mediating role of affect, but mediator analysis could not show such a relationship. Hypothesis 3 supposed sensation seeking, risk-propensity, self-efficacy and locus of control as moderators. This could be partly confirmed, since sensation seeking moderated the influence of factor ´success vs. fail´ on ethical risk perception and also total risk perception. In other words, people low on sensation seeking had a higher risk perception of recreational risks and also in total. Furthermore, locus of control moderated the influence of factor ´laughing vs. horror-sounds´ on financial risk perception, such that people with an external locus of control had a higher perception of risks.
Item Type:Essay (Master)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:77 psychology
Programme:Psychology MSc (66604)
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