Making a healthy decision: The effects of norms and ego depletion on reactions to sun protection campaigns

Michelle Livock (2011). Making a healthy decision: The effects of norms and ego depletion on reactions to sun protection campaigns Honours Thesis, School of Psychology, The University of Queensland.

       
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Author Michelle Livock
Thesis Title Making a healthy decision: The effects of norms and ego depletion on reactions to sun protection campaigns
School, Centre or Institute School of Psychology
Institution The University of Queensland
Publication date 2011-10-12
Thesis type Honours Thesis
Supervisor Dr Winnifred Louis
Total pages 98
Language eng
Subjects 1701 Psychology
Abstract/Summary The present study examines the effect of norms and ego depletion on individual health choices in the context of sun protection. Specifically, we have investigated what effect the source of normative message (ingroup or outgroup) and level of ego depletion have on an individual’s sun protection intentions and behaviours. A sample of 110 University of Queensland students were used in the study. The central aims of the study are (1) to test whether ego depletion and normative messages contribute to sun protection intention and behaviour, over and above what is explained by the theory of planned behaviour model, (2) to examine a theoretically novel backlash effect, and (3) to investigate the possible interactive effects of norm source and ego depletion on sun protection intentions and behaviour, a currently untested relationship. We also examine the moderating effect of group identification on ego depletion and norms. Evidence was found to support the use of the theory of planned behaviour model in predicting sun protection intentions. However, results revealed that the norm manipulation had a direct effect on behaviour only, such that a positive ingroup norm led to increased sun protection behaviour compared to a positive outgroup norm. Contrary to predictions, ego depletion was not found to lead to lower sun protection intentions and behaviour. While not in the predicted direction, a significant ego depletion x norms interaction emerged on intentions and a marginally significant interaction was found on behaviour, with ego depletion resulting in an erosion of all norm effects. Surprisingly, ego depletion also weakened the effects of norms for both high identifiers and low identifiers.
Keyword Norms and ego depletion
Health choices
Sun protection campaigns

 
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Created: Wed, 20 Jun 2012, 10:23:17 EST by Mrs Ann Lee on behalf of School of Psychology