Proscriptive Injunctions Can Elicit Greater Reactance and Lower Legitimacy Perceptions Than Prescriptive Injunctions

Effectiveness and context dependency of social norm interventions: five field experiments on nudging pro-environmental and pro-social behavior

Social norm interventions hold the potential to change people's behavior. Five field experiments (N = 1,163) examined the effects of a simple and easily realizable social norm nudge based on the social media format "Be like Bill." The nudge consisted of a stick figure named Toni that communicated descriptive and injunctive norms regarding pro-environmental or pro-social behaviors. Nudge conditions were compared to no-intervention control conditions. Experiment 1 (N = 179) focused on paper towel consumption in a women's restroom at a German university. The nudge condition used less paper towels than the control condition, d = 0.48. Experiment 2 (N = 183) replicated this result (d = 0.32) in a more diverse setting of a women's restroom at a German Christmas market. Experiment 3 (N = 250) examined differences in the effects of prescriptive (i.e., 'do-norm') versus proscriptive (i.e., 'do not-norm') social norms on paper towel consumption again in a university women's restroom. The effectiveness of both social norm nudge conditions was shown in comparison to the control condition (d = 0.46; d = 0.40), while the prescriptive and proscriptive social norm manipulations did not differ. Experiment 4 (N = 206) applied the nudging approach to the use of plastic lids in a coffee shop, where no effect was found. Finally, Experiment 5 (N = 345) focused on the pro-social behavior of mask wearing in a bakery toward the end of the Covid-19 pandemic restrictions in Germany. In the nudge condition, more visitors put on face masks compared to the control group, d = 0.39. Limitations and contextual factors regarding the applicability of our social norm nudge are discussed.

Algorithmic versus human surveillance leads to lower perceptions of autonomy and increased resistance

Past research indicates that people tend to react adversely to surveillance, but does it matter if advanced technologies such as artificial intelligence conduct surveillance rather than humans? Across four experiments (Study 1, N = 107; Study 2, N = 157; Study 3, N = 117; Study 4, N = 814), we examined how participants reacted to monitoring and evaluation by human or algorithmic surveillance when recalling instances of surveillance from their lives (Study 1), generating ideas (Studies 2 and 3), or imagining working in a call center (Study 4). Our results revealed that participants subjected to algorithmic (v. human) surveillance perceived they had less autonomy (Studies 1, 3, and 4), criticized the surveillance more (Studies 1-3), performed worse (Studies 2 and 3), and reported greater intentions to resist (Studies 1 and 4). Framing the purpose of the algorithmic surveillance as developmental, and thus informational, as opposed to evaluative, mitigated the perception of decreased autonomy and level of resistance (Study 4).

Moral obligation, autonomous motivation and vaccine hesitancy: Highlighting moral obligation increases reactance in hesitant individuals

Vaccine hesitancy is widespread, and developing effective communication strategies that encourage hesitant individuals to choose vaccination is essential. This pre-registered research aimed to examine associations among moral obligation, autonomous motivation, vaccination intentions and reactance, and to test messages highlighting moral obligation and autonomy support. In Study 1, participants who had not received a Covid-19 vaccine (N = 1036) completed measures of autonomous motivation, moral obligation, reactance, intentions to vaccinate and vaccine hesitancy. Autonomous motivation and moral obligation emerged as strong independent predictors of lower reactance, lower hesitancy and greater vaccination intentions. In Study 2 (N = 429), the participants received a vaccination-promoting message that highlighted moral obligation versus personal protection and used autonomy supportive versus controlling language. Messages with autonomy-supportive language and highlighting personal protection elicited lower reactance and greater perceived legitimacy compared to messages with controlling language and highlighting moral obligation. All messages elicited greater reactance and lower perceived legitimacy compared to an information-only message, and there were no effects of message type on vaccination intentions or vaccine hesitancy. The research has implications for the design of communications encouraging vaccination in hesitant individuals and suggests caution should be taken when developing messages to encourage vaccination in hesitant individuals.

Factors influencing fake news rebuttal acceptance during the COVID-19 pandemic and the moderating effect of cognitive ability

Fake news is spreading rapidly on social media and poses a serious threat to the COVID-19 outbreak response. This study thus aims to reveal the factors influencing the acceptance of fake news rebuttals on Sina Weibo. Drawing on the elaboration likelihood model (ELM), we used text mining and the econometrics method to investigate the relationships among the central route (rebuttal's information readability and argument quality), peripheral route (rebuttal's source credibility, including authority and influence), and rebuttal acceptance, as well as the moderating effect of receiver's cognitive ability on these relationships. Our findings suggest that source authority had a negative effect on rebuttal acceptance, while source influence had a positive effect. Second, both information readability and argument quality had positive effects on rebuttal acceptance. In addition, individuals with low cognitive abilities relied more on source credibility and argument quality to accept rebuttals, while individuals with high cognitive abilities relied more on information readability. This study can provide decision support for practitioners to establish more effective fake news rebuttal strategies; it is especially valuable to reduce the negative impact of fake news related to major public health emergencies and safeguard the implementation of anti-epidemic strategies.