Effects of goal framing and conformity pressure on risky behavior intention

Abstract

The present study examined effects of goal framing and conformity pressure on risky behavior intention. Risk and responsibility perception were also examined as covariant variables. In Study 1 that used a sailing scenario, risky behavior intention measured as continuous variable was higher in conformity pressure condition than no pressure condition. However, there was no difference in risky behavior intention between gain framing condition and loss framing condition. The effect of conformity pressure remained after control over covariant variables. Study 2, where behavior intention was measured as dichotomous variable, which was the only difference between Study 1 and Study 2, replicated the findings of Study 1. Study 3 that used a construction site scenario, was conducted to supplement former studies and yielded the same findings with former studies. Taken together, we found that conformity pressure can raise risky behavior intention in everyday situation such as ferry sailing and construction work.