The influence of normative and gain goal-framing on people from rural areas’ intention to use carpooling

Elgersma, Femke (2024) The influence of normative and gain goal-framing on people from rural areas’ intention to use carpooling. Bachelor thesis, Psychology.

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Abstract

To reduce CO2 emissions from the transport sector, carpooling could be a good alternative to single-occupant car use. Especially rural residents rely heavily on their personal cars, as they have less access to alternative transport methods. The current study examines whether Perceived Behavioral Control is a mediating factor in this relationship. Secondly, I examine whether we can use Goal Framing Theory to change participants’ intentions to use a carpooling app. I expected that a Normative or Gain goal-frame increases these intentions, especially in low PBC. An online survey was conducted among 93 participants in the Netherlands, who were recruited through convenience sampling. Participants were presented with one of three versions of a carpooling app, designed to activate either the normative or gain goal frame, or a control group. The results revealed that urban and rural residents did not significantly differ in their intentions to use a carpooling app. However, PBC was found to be a mediating factor, indicating that urban residents felt more control over their ability to carpool compared to rural residents. PBC was also found to predict intentions to use the app. The study also aimed to integrate PBC and goal-framing into one theory, with goal-framing as a moderator between PBC and intentions. I did not find significant results for this relationship. Although the results did not demonstrate an interaction between goal-framing and PBC, the study contributes valuable insights into carpooling behavior. It underscores the significance of PBC, particularly in rural areas where alternative transportation options are limited.

Item Type:	Thesis (Bachelor)
Supervisor name:	Lohmeyer, M.
Degree programme:	Psychology
Differentiation route:	None [Bachelor Psychology]
Date Deposited:	31 Jan 2024 10:04
Last Modified:	31 Jan 2024 10:04
URI:	http://gmwpublic.studenttheses.ub.rug.nl/id/eprint/3062

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