University of Twente Student Theses
High Energy Drink Consumption and its Associated Factors : Using the Prototype Willingness Model to analyze the Differences between Low, Mediate, and High Sensation-Seekers in the Determinants of Energy Drink Consumption
Bergner, Nina (2019) High Energy Drink Consumption and its Associated Factors : Using the Prototype Willingness Model to analyze the Differences between Low, Mediate, and High Sensation-Seekers in the Determinants of Energy Drink Consumption.
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| Abstract: | Background: Consuming high energy drinks (HED) guarantee advantages like improvement of cognition, or physical performance. However, possible risks can be among other things hypertension and cardiac arrhythmia. Previous research has identified that typical consumers are young people and that the consumption has been associated with Sensation-Seeking. Not much research incorporating Sensation-Seeking in the Prototype Willingness Model (PWM) has been performed to examine the determinants of HED. Aim: The aim is the (dis-)approval of the found connection between Sensation-Seeking and HED, and to investigate the PWM related to Sensation-Seeking. Methods: A convenience sample (n=206) completed a questionnaire, which ascertained their Attitude, Subjective Norm, Prototype Perception, Intention, and Willingness regarding HED and Sensation-Seeking. The participants were categorized into (1) Low Sensation-Seekers, (2) Mediate Sensation-Seekers, and (3) High Sensation-Seekers and the study analyzed the differences and associations between the groups and variables with Pearson’s Correlation, one-way ANOVA, and hierarchical multiple regression analysis. Results: Significant differences with a higher mean score of the high sensation-seekers were ascertained, compared to low sensation-seekers on HED, Intention, and Willingness (p=.018; p=.013; p=.018 respectively). Correlations of the total group demonstrated that except Negative Prototype, all variables correlated with Intention, Willingness, and HED. Regarding the three Sensation-Seeking groups, Attitude had the highest significant association for high sensation-seekers, and Disadvantages and Negative Prototype had no or the weakest associations to the three dependent variables. Important determinants in explaining the variance were Direct Measure, Advantages, Subjective Norm, Positive Prototype, and Similarity. Conspicuous was the rather weak contribution in explaining the fluctuations and that the variable Sensation-Seeking was not a predictor in the three groups. Furthermore, Intention (p=.000) had a higher contribution in explaining the variance of HED than Willingness (p=.019). Conclusion: The results can be used to refine the Prototype Willingness Model, or to develop an intervention to prevent and reduce high energy drinking. |
| Item Type: | Essay (Bachelor) |
| Faculty: | BMS: Behavioural, Management and Social Sciences |
| Subject: | 77 psychology |
| Programme: | Psychology BSc (56604) |
| Link to this item: | https://purl.utwente.nl/essays/78421 |
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