Boosting safety behaviour: Descriptive norms encourage child booster seat usage amongst low involvement parents
| Autor: | Anne W. Snowdon, Jennifer Jeffrey, Jodie Whelan, Dante M. Pirouz |
|---|---|
| Rok vydání: | 2015 |
| Předmět: |
Adult
Male Parents Poison control 050109 social psychology Human Factors and Ergonomics Health Promotion Computer security computer.software_genre Suicide prevention 050105 experimental psychology Occupational safety and health Social norms approach Reference Values Injury prevention Medicine Humans 0501 psychology and cognitive sciences Safety Risk Reliability and Quality Child Child Restraint Systems Boosting (doping) Motivation business.industry 05 social sciences Public Health Environmental and Occupational Health Human factors and ergonomics Social marketing Child Preschool Female Safety business computer Social psychology |
| Zdroj: | Accident; analysis and prevention. 92 |
| ISSN: | 1879-2057 |
| Popis: | Campaigns advocating behavioural changes often employ social norms as a motivating technique, favouring injunctive norms (what is typically approved or disapproved) over descriptive norms (what is typically done). Here, we investigate an upside to including descriptive norms in health and safety appeals. Because descriptive norms are easy to process and understand, they should provide a heuristic to guide behaviour in those individuals who lack the interest or motivation to reflect on the advocated behaviour more deeply. When those descriptive norms are positive - suggesting that what is done is consistent with what ought to be done - including them in campaigns should be particularly beneficial at influencing this low-involvement segment. We test this proposition via research examining booster seat use amongst parents with children of booster seat age, and find that incorporating positive descriptive norms into a related campaign is particularly impactful for parents who report low involvement in the topic of booster seat safety. Descriptive norms are easy to state and easy to understand, and our research suggests that these norms resonate with low involvement individuals. As a result, we recommend incorporating descriptive norms when possible into health and safety campaigns. |
| Databáze: | OpenAIRE |
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