DDRIG in DRMS: The Impact of Normative Influence on Competitive Framing of Risks on Social Media

社交媒体包含大量关于风险问题的错误信息，这些信息可能会对弱势群体造成不成比例的伤害。相互竞争的信息会产生不确定性，导致人们转向可用的社会线索，形成风险判断并做出决定。本研究围绕两个问题展开：(1)在竞争的信息环境中，用户评论中反映的社会规范在多大程度上影响了风险态度和行为？(2)与用户评论中的社会规范相比，风险信息中的动态规范在多大程度上可以预防或抵消错误信息的影响？这些发现为风险监管机构提供了有价值的见解，帮助他们了解如何制作风险信息，从而消除混乱的错误信息，促进有利于社会的结果。研究人员利用两个调查实验来调查这些问题，这两个实验整合了对竞争框架和社会规范的研究。竞争性框架研究主要关注个人感知（如认知和情感）如何影响说服结果，但对社会感知对结果的作用的理解有限。鉴于社交媒体本质上是社会性的，社会观念是这项工作的核心。该研究还探讨了动态规范的影响，它强调了少数群体行为随时间的变化，从而与传统的社会规范研究不同，这些研究侧重于静态规范（例如，对流行或社会认可行为的描述）。本研究的智力价值在于促进了对竞争信息环境中社会感知影响风险判断和决策的潜在机制的认识。它还阐明了动态规范与静态规范的相对影响，以及少数群体对风险态度和行为的影响。该奖项反映了美国国家科学基金会的法定使命，并通过使用基金会的知识价值和更广泛的影响审查标准进行评估，被认为值得支持。

Social media contains an abundance of misinformation on about risk issues that can disproportionately harm vulnerable populations. Competing information can create uncertainty, leading people to turn to available social cues to form risk judgments and make decisions. This research revolves around two questions: (1) To what extent do social norms reflected in user comments shape risk attitudes and behaviors in competitive information environments? (2) To what extent do dynamic norms in risk messages pre-empt or counter the effects of misinformation, even more so than social norms in user comments? The findings offer risk regulators valuable insights on how to craft risk messages that can cut through the clutter of misinformation to promote pro-social outcomes.The researchers investigate these questions using two survey experiments that integrate research on competitive framing and social norms. Competitive framing research has primarily focused on how individual perceptions (e.g., cognition and emotion) influence persuasive outcomes, but there is limited understanding of the role of social perceptions on outcomes. Given that social media are inherently social in nature, social perceptions are central to this work. The research also explores the impact of dynamic norms, which highlight the change in a minority behavior over time, thus departing from conventional social norms research that focuses on static norms (e.g., description of prevalent or socially approved behavior). The intellectual merit of this research lies in advancing knowledge about the underlying mechanism of social perception influencing risk judgments and decisions in competitive information environments. It also illuminates the relative impact of dynamic norms compared to static norms and the role of minority influence on risk attitudes and behaviors.This award reflects NSF's statutory mission and has been deemed worthy of support through evaluation using the Foundation's intellectual merit and broader impacts review criteria.