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https://doi.org/10.17645/mac.v9i2.3805
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Inspired to Adopt: The Role of Social Norms in Media Inspiration
[Zeitschriftenartikel]
Abstract We consider the potential for inspirational media content (inspiring videos about dogs) and injunctive norms (social media comments on the videos) to motivate dog adoption behaviors and intentions. In an online experiment, participants were exposed to pretested inspiring (or non-inspiring) videos an... mehr
We consider the potential for inspirational media content (inspiring videos about dogs) and injunctive norms (social media comments on the videos) to motivate dog adoption behaviors and intentions. In an online experiment, participants were exposed to pretested inspiring (or non-inspiring) videos and social norms cues and were given an opportunity to browse among a series of dogs on a mock adoption website. Participants also indicated their intention to adopt a dog and completed a series of socio-demographic measures. Results indicated that, although both the inspiring videos and the norm cues successfully induced inspiration and perceived injunctive norms, only injunctive norms significantly affected intention to adopt. The effect of norms remained significant when controlling for barriers to adoption such as financial, time, and space considerations. Discussion focuses on implications for inspiring entertainment and social norms theories, and implications for adoptions and other prosocial behaviors.... weniger
Klassifikation
Medieninhalte, Aussagenforschung
Wirkungsforschung, Rezipientenforschung
Freie Schlagwörter
inspirational media; pet adoption; prosocial behavior; selection behavior; social norms
Sprache Dokument
Englisch
Publikationsjahr
2021
Seitenangabe
S. 215-225
Zeitschriftentitel
Media and Communication, 9 (2021) 2
Heftthema
The Good, the Bad, and the Ugly: Inspirational Media between Meaning, Narration, and Manipulation
ISSN
2183-2439
Status
Veröffentlichungsversion; begutachtet (peer reviewed)