|Alternative Title||Descriptive social norms promote college students' walking behavior:Evidence based on smartphone social media|
|Thesis Advisor||梁竹苑 ; 李纾|
|Place of Conferral||北京|
|Keyword||社会规范 助推 健康行为 社交媒体 群体一致性|
Obesity is becoming increasingly prevalent in China. Although people are aware of the health benefits of walking, most people cannot meet the recommended daily walking criterion. Descriptive social norms have been widely applied to nudge health behavior, including walking behavior. However, previous research shows that the effects of social norms are unstable. Further exploration is needed to confine the conditions under which social norms could be applied. With the development and popularization of smartphones, a huge number of smartphone applications aim to intervene health behavior. The popularity of smartphone social networking applications provides a new channel to spread social norms. However, whether and how social norms on smartphones affect human behavior are still lack adequate exploration and evidence. To answer these questions, this longitudinal field research utilized the WeChat platform to investigate the effects of descriptive social norms on walking behavior and the moderating effects of group identity and gender, with physically inactive college students as the target population. We aim to contribute to the mechanisms of descriptive social norms and explore the most effective way to apply descriptive social norms to promote walking. Study 1 tested whether descriptive social norms could promote walking and whether one feature of group identity, that is, consistency of physical activity level, has any moderating effect. Conducted in the spring, Study 1 recruited three groups of participants: control group, high consistency of physical activity level group, and low consistency of physical activity level group. Descriptive social norms were conveyed by presenting a daily ranking list of walking steps in the WeChat groups. Results verified the effect of descriptive social norms on promoting walking behavior and their moderating effects on the consistency of physical activity level. Descriptive social norms were effective in promoting women's walking behavior, and the effect existed after the withdrawal of the intervention. Study 2 explored the moderating effect of another feature of group identity, that is, gender consistency, on descriptive social norms to promote walking. Conducted in the fall, Study 2 recruited three groups of participants: control group, high level of gender consistency group, and low level of gender consistency group. The manipulation was the same as that in Study 1 .Results showed that descriptive social norms could prevent men's walking behavior from decreasing in the fall. Study 3 involved a mini meta-analysis on the effects of descriptive social norms and group identity. Results proved that descriptive social norms were effective in promoting walking and that group identity and gender were two important moderators. When the level of consistency was high, descriptive social norms were effective in promoting walking. For men, descriptive social norms were more effective than self-monitoring; such difference was not observed for women. This research provided evidence for the effects of descriptive social norms in China and narrowed down the conditions to which they could be applied. We answered three questions: whether descriptive social norms are effective, for whom they are effective, and under what conditions they are effective. This research provides scientific guidance to optimize the design of sports features on smartphones.
|岳灵紫. 描述性社会规范促进大学生走路行为:基于智能手机社交媒体的证据[D]. 北京. 中国科学院研究生院,2018.|
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