Dikkerboom, Annick (2022) The Effect of Different Types of Dynamic Norm Messages on Animal Product Consumption and the Mediating role of Motivation. Bachelor thesis, Psychology.
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The Effect of Different Types of Dynamic Norm Messages on Animal Product Consumption and the Mediating role of Motivation.pdf Download (374kB) | Preview |
Abstract
The consumption of animal products has a large impact on the environment and lowering this consumption is an effective way to mitigate the effect of climate change. The use of dynamic norms has been found to be effective to change behavior in many studies, also in the context of pro-environmental behavior change. Therefore, this research investigates the effect of different types of dynamic norm messages on intentions to change behavior. We compare the effect of summarized group information norm messages and institutional norms messages. Also, we investigate if intrinsic and extrinsic motivation mediate the effect of the norm cues on intentions to change the consumption of animal products. We hypothesized a difference between the two norm messages and the control condition (H1) and a difference in effect between the two norm messages on intentions (H2a and H2b). For motivation, we hypothesized that the institutional norm message could lead to relatively higher extrinsic motivation than the group behavior norm message (H3). Conversely, the group behavior norm message could lead to relatively higher intrinsic motivation than the institutional signal (H4). Lastly, we hypothesized that extrinsic motivation may be less effective to change intentions than intrinsic motivation (H5). We conducted a between-subjects experimental study with random assignment of participants (N = 159) to the two conditions and a control condition. The effect of the norm messages on intentions as well as the mediation effects were not significant. So, the results do not support our theory that dynamic summarized group information norm messages and institutional norm messages influence intentions to consume less animal products. We concluded that more research is needed to make accurate conclusions about the theory. Recommendations for future research as well as theoretical and practical implications are discussed. Keywords: dynamic norms, institutional norm messages, summarized group information norm messages, sustainable diet, environment
| Item Type: | Thesis (Bachelor) |
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| Supervisor name: | Judge, M.A.T. |
| Degree programme: | Psychology |
| Differentiation route: | None [Bachelor Psychology] |
| Date Deposited: | 05 Sep 2022 11:53 |
| Last Modified: | 05 Sep 2022 11:53 |
| URI: | http://gmwpublic.studenttheses.ub.rug.nl/id/eprint/1416 |
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