College of Liberal Arts and Social Sciences, University of Houston-Victoria, Victoria, Texas, USA.
School of Communication Studies, James Madison University, Harrisonburg, Virginia, USA.
Subst Use Misuse. 2024;59(14):2037-2046. doi: 10.1080/10826084.2024.2392535. Epub 2024 Aug 22.
The prevalence of vaping among young people is a public health crisis. Social norms can contribute to the problem, but also to the solution. The current study examined young adults' responses to anti-vaping messages that varied on two features: social norms and behavioral framing. College students ( = 270) were randomly assigned to one of five conditions in a 2 (social norm: dynamic norm, static norm) X 2 (behavioral framing: vaping, not vaping) between-subjects factorial design with a no message control condition ( range = 49-58 in each condition). Independent samples -test, univariate analysis of variance, and structural equation modeling were used to test hypotheses and answer research questions. Results showed main effects of social norm, such that the dynamic (vs. static) norm message led to higher preconformity ( <.001) and self-efficacy ( = .012), and lower freedom threat ( = .040) and reactance ( < .001). There was also an indirect effect of dynamic norm on attitude as mediated by self-efficacy ( = .040). No main effect of behavioral framing was observed. Few interactions between social norm and behavioral framing were observed on preconformity ( < .001), anger ( < .001), and negative cognitions ( = .003). Overall, findings suggest a persuasive advantage for a dynamic norm relative to a static norm. Theoretically, these findings add to the literature suggesting the persuasiveness of dynamic norms. Practically, these results imply anti-vaping campaigns targeting young populations should communicate the changing (dynamic) norms in regard to (not) vaping.
年轻人吸食电子烟的现象普遍存在，这是一场公共健康危机。社会规范既可能导致这一问题，也可能成为解决这一问题的关键。本研究考察了年轻人对两种特征（社会规范和行为框架）不同的反电子烟信息的反应。大学生（n=270）被随机分配到 2（社会规范：动态规范、静态规范）x2（行为框架：吸电子烟、不吸电子烟）的 5 个条件之间的被试间因子设计中，还有一个没有信息的控制条件（每个条件的范围为 49-58）。使用独立样本 t 检验、单变量方差分析和结构方程模型来检验假设并回答研究问题。结果显示社会规范有主要影响，例如，动态（与静态）规范信息导致更高的预期从众（<0.001）和自我效能感（=0.012），以及更低的自由威胁（=0.040）和反应性（<0.001）。动态规范对态度也有间接影响，自我效能感是中介变量（=0.040）。行为框架没有主效应。在预期从众（<0.001）、愤怒（<0.001）和消极认知（=0.003）方面，观察到社会规范和行为框架之间的很少交互作用。总体而言，研究结果表明，动态规范相对于静态规范具有说服力优势。从理论上讲，这些发现增加了关于动态规范说服力的文献。从实践上讲，这些结果意味着针对年轻人群体的反电子烟运动应该传达关于（不）吸电子烟的变化（动态）规范。
