The Interaction Effects of Social Norms and Dissatisfaction toward Drinking on Willingness to Visit and Comment on Binge Drinking Prevention Facebook

ABSTRACT This study examines motivational factors (Facebook prevention-social norms and dissatisfaction with drinking experiences) to encourage college students to visit and comment on a binge drinking prevention Facebook page with an experimental design. The study found that when college students were lowly dissatisfied with drinking experiences, they significantly changed their willingness to visit and comment on the Facebook page promoted in the binge drinking prevention PSAs based on prevention-social norms. However, those who are highly dissatisfied with alcohol drinking did not change their willingness to visit and comment on the Facebook page based on the levels of prevention-social norms. This study discusses the role of prevention-social norms and dissatisfaction with alcohol drinking in engaging with binge drinking prevention Facebook page, guided by the Uses and Gratification model and elaboration likelihood model (ELM).

[1]  L. Festinger,et al.  A Theory of Cognitive Dissonance , 2017 .

[2]  H. Kelman.  Compliance, identification, and internalization three processes of attitude change , 1958 .

[3]  E. Goffman.  The Presentation of Self in Everyday Life , 1959 .

[4]  I. Ajzen,et al.  Understanding Attitudes and Predicting Social Behavior , 1980 .

[5]  J. Cacioppo,et al.  The Effects of Involvement on Responses to Argument Quantity and Quality: Central and Peripheral Routes to Persuasion , 1984 .

[6]  D. A. Kenny,et al.  The moderator-mediator variable distinction in social psychological research: conceptual, strategic, and statistical considerations. , 1986, Journal of personality and social psychology.

[7]  R. B. Woodruff,et al.  Expectations and norms in models of consumer satisfaction. , 1987 .

[8]  C. Steele.  The Psychology of Self-Affirmation: Sustaining the Integrity of the Self , 1988 .

[9]  Linda Simon,et al.  Trivialization: the forgotten mode of dissonance reduction. , 1995 .

[10]  Geoffrey N. Soutar,et al.  Are Satisfaction and Dissonnance the Same Construct? A Preliminary Analysis , 1996 .

[11]  S. Andaleeb.  An experimental investigation of satisfaction and commitment in marketing channels: The role of trust and dependence , 1996 .

[12]  R. Oliver.  Satisfaction: A Behavioral Perspective On The Consumer , 1996 .

[13]  G. Soutar,et al.  ARE SATISFACTION AND DISSONANCE THE SAME CONSTRUCT , 1996 .

[14]  Duane T. Wegener,et al.  Matching Versus Mismatching Attitude Functions: Implications for Scrutiny of Persuasive Messages , 1998 .

[15]  S. Draycott,et al.  Cognitive dissonance. 2: A theoretical grounding of motivational interviewing. , 1998, The British journal of clinical psychology.

[16]  B. Calder,et al.  New media interactive advertising vs. traditional advertising , 1998 .

[17]  Norbert Schwarz,et al.  Constructing Perceptions of Vulnerability: Personal Relevance and the Use of Experiential Information in Health Judgments , 1998 .

[18]  H. Staats,et al.  Explaining Proenvironmental Intention and Behavior by Personal Norms and the Theory of Planned Behavior1 , 1999 .

[19]  E. Harmon-Jones.  Toward an understanding of the motivation underlying dissonance effects: Is the production of aversive consequences necessary? , 1999 .

[20]  R. Cialdini,et al.  New Ways to Promote Proenvironmental Behavior: The Application of Persuasion Theory to the Development Of Effective Proenvironmental Public Service Announcements , 2000 .

[21]  Fred D. Davis,et al.  A Theoretical Extension of the Technology Acceptance Model: Four Longitudinal Field Studies , 2000, Management Science.

[22]  R. Cialdini,et al.  The Application of Persuasion Theory to the Development Of Effective Proenvironmental Public Service Announcements , 2000 .

[23]  Anol Bhattacherjee,et al.  An empirical analysis of the antecedents of electronic commerce service continuance , 2001, Decis. Support Syst..

[24]  Young-Gul Kim,et al.  Breaking the Myths of Rewards: An Exploratory Study of Attitudes about Knowledge Sharing , 2002, Inf. Resour. Manag. J..

[25]  M. Gilly,et al.  We Are What We Post? Self‐Presentation in Personal Web Space , 2003 .

[26]  K. Courneya,et al.  The Effects of Source Credibility and Message Framing on Exercise Intentions, Behaviors, and Attitudes: An Integration of the Elaboration Likelihood Model and Prospect Theory1 , 2003 .

[27]  G. McClelland,et al.  Negative Consequences of Dichotomizing Continuous Predictor Variables , 2003 .

[28]  Jillian C. Sweeney,et al.  Are There Cognitive Dissonance Segments? , 2003 .

[29]  Chin-Lung Hsu,et al.  Why do people play on-line games? An extended TAM with social influences and flow experience , 2004, Inf. Manag..

[30]  M. Larimer,et al.  Predicting drinking behavior and alcohol-related problems among fraternity and sorority members: examining the role of descriptive and injunctive norms. , 2004, Psychology of addictive behaviors : journal of the Society of Psychologists in Addictive Behaviors.

[31]  Chanthika Pornpitakpan.  The Persuasiveness of Source Credibility: A Critical Review of Five Decades' Evidence , 2004 .

[32]  David M. Boush,et al.  The Development of Marketplace Persuasion Knowledge in Children, Adolescents, and Young Adults , 2005 .

[33]  George Y. Bizer,et al.  Self‐Schema Matching and Attitude Change: Situational and Dispositional Determinants of Message Elaboration , 2005 .

[34]  T. Palfai,et al.  Motivational interventions for heavy drinking college students: examining the role of discrepancy-related psychological processes. , 2005, Psychology of addictive behaviors : journal of the Society of Psychologists in Addictive Behaviors.

[35]  S. Livingstone,et al.  Active participation or just more information? , 2005 .

[36]  W ZmudRobert,et al.  Behavioral intention formation in knowledge sharing , 2005 .

[37]  R. Baggott.  Alcohol strategy and the drinks industry: a partnership for prevention? , 2006 .

[38]  K. Carey,et al.  Assessing Readiness to Change Substance Abuse: A Critical Review of Instruments , 2006 .

[39]  Kristopher J Preacher,et al.  Asymptotic and resampling strategies for assessing and comparing indirect effects in multiple mediator models , 2008, Behavior research methods.

[40]  Hanyang Luo,et al.  Determinants of Knowledge Sharing in University Academic Team , 2009, 2009 Second International Symposium on Knowledge Acquisition and Modeling.

[41]  Kerk F. Kee,et al.  Being Immersed in Social Networking Environment: Facebook Groups, Uses and Gratifications, and Social Outcomes , 2009, Cyberpsychology Behav. Soc. Netw..

[42]  Maryalice Jordan-Marsh,et al.  Internet use intention and adoption among Chinese older adults: From the expanded technology acceptance model perspective , 2010, Comput. Hum. Behav..

[43]  S. Casswell,et al.  Intoxigenic digital spaces? Youth, social networking sites and alcohol marketing. , 2010, Drug and alcohol review.

[44]  K. King,et al.  How Much are Health Websites Influenced by Culture? Content Analysis of Online Diet Programs in the United States, the United Kingdom, and Korea , 2010 .

[45]  Matthew K. O. Lee,et al.  Online social networks: Why do students use facebook? , 2011, Comput. Hum. Behav..

[46]  Marc A Zimmerman,et al.  Permissive norms and young adults' alcohol and marijuana use: the role of online communities. , 2012, Journal of studies on alcohol and drugs.

[47]  Andrew J. Campbell,et al.  ‘Off your Face(book)’: alcohol in online social identity construction and its relation to problem drinking in university students. , 2012, Drug and alcohol review.

[48]  Mei Liu,et al.  Using the Facebook group as a learning management system: An exploratory study , 2012, Br. J. Educ. Technol..

[49]  David C. Yen,et al.  Factors influencing the continuance intention to the usage of Web 2.0: An empirical study , 2012, Comput. Hum. Behav..

[50]  A. Hayes.  Introduction to Mediation, Moderation, and Conditional Process Analysis: A Regression-Based Approach , 2013 .

[51]  M. Becker,et al.  The Impact of the Antitobacco Norm on the Selected Mode of Cognitive Dissonance Reduction , 2013 .

[52]  Shih-Ming Pi,et al.  A study of Facebook Groups members' knowledge sharing , 2013, Comput. Hum. Behav..

[53]  Christopher E. Beaudoin,et al.  A Panel Study of Peer Norms and Adolescent Alcohol Consumption: Developing Strategies for Communication Interventions , 2013, Journal of health communication.

[54]  T. Lam,et al.  The illusion of righteousness: corporate social responsibility practices of the alcohol industry , 2013, BMC Public Health.

[55]  Kathleen Beullens,et al.  Display of Alcohol Use on Facebook: A Content Analysis , 2013, Cyberpsychology Behav. Soc. Netw..

[56]  B. Pinkleton,et al.  Exploring College Students’ Use of General and Alcohol-Related Social Media and Their Associations With Alcohol-Related Behaviors , 2014, Journal of American college health : J of ACH.

[57]  Andrew J. Campbell,et al.  Using Facebook to deliver a social norm intervention to reduce problem drinking at university. , 2014, Drug and alcohol review.

[58]  Seyed Shahin Sharifi,et al.  The impacts of relationship marketing on cognitive dissonance, satisfaction, and loyalty: The mediating role of trust and cognitive dissonance , 2014 .

[59]  Juho Hamari,et al.  "Working out for likes": An empirical study on social influence in exercise gamification , 2015, Comput. Hum. Behav..

[60]  Stephen Wilkins,et al.  Consumers’ behavioural intentions after experiencing deception or cognitive dissonance caused by deceptive packaging, package downsizing or slack filling , 2016 .

[61]  Yuhua Liang,et al.  Reading to make a decision or to reduce cognitive dissonance? The effect of selecting and reading online reviews from a post-decision context , 2016, Comput. Hum. Behav..

[62]  L. Birch,et al.  A call for research exploring social media influences on mothers' child feeding practices and childhood obesity risk , 2016, Appetite.

[63]  Seok Kang,et al.  Processing Anti-smoking Ads among College Students: The Role of Emotional Response and Level of Smoking , 2016 .