Using Descriptive and Injunctive Norms to Encourage COVID-19 Social Distancing and Vaccinations.

In the context of the COVID-19 pandemic, the authors conduct three online studies to examine effects of health messages that use descriptive norms to bring attention to pervasive social distancing violations and vaccine resistance. The studies provide empirical evidence that when social messages show examples of widespread noncompliant behaviors, they may unintentionally increase resistance to social distancing guidelines and vaccinations. Backfire effects are more pronounced when audiences highly identify with noncompliant actors or pay more attention to others' behaviors. We also show that injunctive norms should be included to alleviate backfire effects. The studies suggest that governments and authorities can more effectively encourage compliance with health guidelines by focusing on the majority of compliant individuals rather than broadcasting images of noncompliant individuals.

Approach versus Avoidance: A Self-Regulatory Perspective on Hypocrisy Induction in Anti-Cyberbullying CSR Campaigns.

Governments, institutions, and brands try various intervention strategies for countering growing cyberbullying, but with questionable effectiveness. The authors use hypocrisy induction, a technique for subtly reminding consumers that they have acted contrary to their moral values, to see whether it makes consumers more willing to support brand-sponsored anti-cyberbullying CSR campaigns. Findings demonstrate that hypocrisy induction evokes varying reactions depending on regulatory focus, mediated by guilt and shame. Specifically, consumers who have a dominant promotion (prevention) focus feel guilt (shame), which motivates them to overcome their discomfort by supporting (avoiding) an anti-cyberbullying campaign. Moral regulation is drawn as a theoretical underpinning to explain various consumer reactions to hypocrisy induction, the moderating role of regulatory focus, and mediating role of guilt and shame. The research contributes to the literature and provides practical implications by explaining when and why brands can use hypocrisy induction to persuade consumers to support social causes through the lens of moral regulation theory.

Hypocrisy Induction: Using Chatbots to Promote COVID-19 Social Distancing.

Considering widespread resistance to COVID-19 preventive measures, the authors draw on hypocrisy induction theory to examine whether online chatbots can be used to induce hypocrisy and increase compliance with social distancing guidelines. The experiment demonstrates that when a chatbot induces hypocrisy by reminding participants that they have failed to comply with social distancing recommendations, they feel guilty about violating social norms. To reinstate confidence in their personal standards, they form favorable attitudes toward the chatbot ad and establish intentions to comply with recommendations. Interestingly, the persuasive power of hypocrisy induction differs depending on the level of anthropomorphism of the chatbot. When a humanlike chatbot reminds them of their hypocritical behavior, participants feel higher levels of guilt and act more desirably, but a machinelike chatbot is not effective for creating guilt or generating compliance.

The Psychological Consequences of Envying Influencers on Instagram.

This study examines how being envious toward social media influencers (SMIs) relates to users' affective well-being. An online survey was conducted in which 305 U.S. participants viewed to 20 posts of an SMI and subsequently measured their affective well-being, envy, and inspiration toward the SMI, and self-esteem levels. The results revealed a direct negative relationship between envy and affective well-being, but a positive indirect effect through inspiration. Furthermore, individuals' self-esteem moderates the relationship such that the positive relationship between envy and affective well-being through inspiration is stronger among those with high levels of self-esteem. Moreover, inspiration varies between different influencer categories, that is, participants who viewed fitness influencers reported the greatest amount of inspiration, followed by fashion, beauty, and entertainment influencers.