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。相互竞争的信息可能会产生不确定性，导致人们转向可用的社会线索，以形成风险判断和决策。本研究围绕两个问题展开：（1）在竞争性信息环境中，用户评论中反映的社会规范在多大程度上影响了用户的风险态度和行为？(2)在多大程度上，风险信息中的动态规范能够预防或抵消错误信息的影响，甚至比用户评论中的社会规范更有效？这些发现为风险监管机构提供了宝贵的见解，即如何制作风险信息，以消除混乱的错误信息，促进有利于社会的结果。研究人员使用两个调查实验来研究这些问题，这些实验整合了对竞争框架和社会规范的研究。竞争框架研究主要集中在个人的看法（例如，认知和情感）影响说服力的结果，但有有限的理解的作用，社会观念的结果。鉴于社交媒体本质上是社会性的，社会感知是这项工作的核心。该研究还探讨了动态规范的影响，动态规范强调了少数人行为随时间的变化，从而偏离了传统的社会规范研究，该研究侧重于静态规范（例如，对流行或社会认可的行为的描述）。这项研究的智力价值在于推进知识的潜在机制的社会感知影响风险的判断和决策，在竞争信息环境。该奖项反映了NSF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.