Schmidtmann, Johann (2024) What Motivates People to Carpool? The Interplay Between Goal Framing, Attitudes and Subjective Norms in Fostering Ridesharing Intentions. Bachelor thesis, Psychology.
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Abstract
In an attempt to predict participants' intention to sign up for a carpooling application, we combined goal framing theory (GFT) with the theory of planned behavior (TPB). It was predicted that participants who are presented with framed information will have more positive attitudes towards carpooling. Furthermore, we expected the normative condition to have a positive relationship with subjective norms. Subjective norms and attitudes would then mediate the relationship between goal framing and intention. We tested this framework with an online experiment, where participants were randomly presented with one of three videos showcasing the carpooling app. While one video served as the control, the other two where manipulated with either normative framed cues or gain framed cues. Participants then had to fill out an online survey asking questions about various TPB constructs. The research reveals that people who are presented with gain framed information do have more positive attitudes towards carpooling, potentially indicating the superiority of gain framed messages as compared to normative ones, in attitude formation. Additionally, we found that subjective norms had a significant effect on participants' intention to use the app, suggesting that social support plays an important role in the intention to use carpooling. Despite the lack of support for most of our hypotheses, this paper still provides insights into the relationship between GFT and TPB and might be used to better design future goal framing studies in the context of green mobility. Keywords: carpooling, goal-framing, attitude, subjective norms, environment
| Item Type: | Thesis (Bachelor) |
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| Supervisor name: | Lohmeyer, M. and Adams, S.P. |
| Degree programme: | Psychology |
| Differentiation route: | None [Bachelor Psychology] |
| Date Deposited: | 13 Feb 2024 10:39 |
| Last Modified: | 13 Feb 2024 10:39 |
| URI: | http://gmwpublic.studenttheses.ub.rug.nl/id/eprint/3098 |
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