Refining the Interaction Between Social Norms and Uncertainty About Risk Perceptions in Health and Environmental...

Area of Science:

• Social Psychology
• Behavioral Science
• Risk Communication

Background:

• Social norms significantly influence risk-mitigating behaviors.
• Limited research explores the interplay between cognitive risk appraisals and social norms.
• Understanding this interaction is crucial for effective risk communication strategies.

Purpose of the Study:

• To differentiate risk perceptions from uncertainty about risk perceptions.
• To examine the interaction between social norms and (uncertainty about) risk perceptions on behavioral intentions.
• To replicate findings across diverse cultural contexts (Hong Kong and US).

Main Methods:

• Cross-sectional survey design with 1,249 participants.
• Statistical analysis to test interaction effects between social norms and risk perception variables.
• Comparative analysis of findings between Hong Kong and US samples.

Main Results:

• Uncertainty about perceived risk, rather than risk perception, is a key moderator of social norm effects on behavioral intention.
• High uncertainty about perceived susceptibility amplifies the impact of social norms on behavioral intention, particularly when individuals are uncertain about risk severity.
• Findings were largely consistent across cultural contexts, with some notable variations.

Conclusions:

• Cognitive uncertainty surrounding risk perceptions plays a critical role in the efficacy of social norms for behavior change.
• Interventions should consider addressing uncertainty to enhance the impact of social norms on risk-mitigating behaviors.
• Cultural context may influence the nuanced interplay between social norms and risk perception uncertainty.