ABSTRACT

Given the potential power of social presence on individuals’ cognitive and affective responses, the current study hypothesizes that individuals’ social presence differentiates the level of perceived subjective norms and societal injunctive norms for climate change prevention behaviors. Based on prior literature, users’ threat perception is suggested as a moderating variable that can maximize the effects of social presence. To test these hypotheses, we conducted a 2 (social presence: present vs. absent) × 2 (threat: high vs. low) between-subjects factorial online experiment (N = 280). The results confirmed significant, positive effects of social presence on both normative beliefs. The effects of social presence were found to be stronger for participants in high threat conditions. Increased subjective norms led to more positive behavioral intentions toward global warming prevention actions.

摘要

鉴于社会存在对个人认知和情感反应的潜在影响，目前的研究假设个人的社会存在区分了感知的主观规范和气候变化预防行为的社会禁令规范的水平。根据先前的文献，用户的威胁感知被建议作为可以最大化社交存在效果的调节变量。为了测试这些假设，我们进行了 2（社会存在：存在与不存在）×2（威胁：高与低）被试之间的因子在线实验（N = 280）。结果证实了社会存在对两种规范信念的显着积极影响。研究发现，对于处于高威胁条件下的参与者，社交存在的影响更大。主观规范的增加导致对全球变暖预防行动的更积极的行为意图。