Please use this identifier to cite or link to this item: https://scholarbank.nus.edu.sg/handle/10635/157672
Title: EFFECTS OF PERCEIVED FREEDOM AND EFFORT INVESTMENT ON PLEDGING TO REDUCE THE CONSUMPTION OF SUGAR-SWEETENED BEVERAGES (SSBS)
Authors: POON SUM NOK
Keywords: Effort Investment
Perceived Freedom
Pledging
Issue Date: 4-Dec-2019
Citation: POON SUM NOK (2019-12-04). EFFECTS OF PERCEIVED FREEDOM AND EFFORT INVESTMENT ON PLEDGING TO REDUCE THE CONSUMPTION OF SUGAR-SWEETENED BEVERAGES (SSBS). ScholarBank@NUS Repository.
Abstract: Two studies examined the effects of perceived freedom and effort investment on pledging behaviour. In both studies, participants were first exposed to either a high freedom-threatening or a low freedom-threatening persuasive message. Next, they completed a pledging task that required varying amount of effort, depending on the condition that they were assigned to. At the end of the pledging task, they were asked to indicate the amount of Sugar-Sweetened Beverages (SSBs) (Study 1) or fried food (Study 2) they would like to pledge to reduce consuming. Results revealed that participants who have invested a higher amount of effort tend to indicate a greater amount of reduction in SSBs or fried food pledged, as compared to those who have invested a lower amount of effort. Furthermore, Study 2 found some evidence demonstrating that participants facing a low-threat to freedom tend to indicate a greater amount of reduction in fried food pledged, as compared to those experiencing a high-threat to freedom. These findings have practical implications for the design of more effective persuasive campaigns involving pledging.
URI: https://scholarbank.nus.edu.sg/handle/10635/157672
Appears in Collections:Bachelor's Theses

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