Expectation of quantity-based message unavailability and message involvement on message effects

Authors
Foo Zi Min, Ng Yan Xiang, Teh Zi Tao, Yeo Wenbin

Supervisor
Asst Prof Sonny Ben Rosenthal

Year
2017

Abstract

Scarcity and its effects on consumers has proven to be a subject of fascination for researchers in the field of consumer studies. However, extant literature remains silent on how certain forms of scarcity affect specific message effects and outcomes such as persuasion. This is especially true when it comes to quantity-based message unavailability, where messages can only be accessed a limited number of times. The rise of social media platforms promoting limited access messages is a timely call for research in this dimension to allow marketers and advertisers to formulate effective message strategies. Adopting the commodity theory and the heuristic-systematic model of persuasion, this study examines quantity-based message unavailability and its influence on message effects such as persuasion, as well as the information processing routes prioritized. In addition, we propose message involvement as a moderating factor for the above mentioned relationships. In our experiment, subjects were exposed to a message with varying expectations of quantity-based message unavailability. After the message was shown, a survey was administered to determine message effects such as message credibility, thought favorability, message recall, and persuasion. The study found no significant relationship between quantity-based message unavailability and message effects. The study also found no significant relationship between quantity-based message unavailability and the prioritization of systematic processing. Finally, the study found no significant moderating effects of message involvement.

Click link to view
http://hdl.handle.net/10356/69881

The effects of happy and sad emojis on liking of message sender in the context of positive and negative messages

Authors
Lee Si Hui Ng Lay, Ling (Huang Lilin), Ngaw Lydia, Peh Jin Chang

Supervisor
Asst Prof Sonny Ben Rosenthal

Year
2017

Abstract

The present study investigates the interaction between emojis and verbal messages in affecting liking of a message sender in computer-mediated communication (CMC). Through a pilot study and main study, we developed an emotion-based taxonomy of 68 emojis and then examined the effects of emoji and verbal message valence on liking of the message sender. A 2 (Positive/Negative Verbal Message) × 3 (Happy/Sad/Absent Emoji) pretest-posttest experiment was conducted among university students (N = 320) in Singapore, where participants rated a hypothetical message sender based on a simulated WhatsApp message. Overall, we find that aligned with prior research on emoticons, message senders who use emojis are more liked. In accordance with the verbal-nonverbal consistency principle, we also find a greater liking for message senders who have consistent emotional cues in their messages. In addition, interpretations of messages with inconsistent cues are discussed and possible avenues for future research are proposed.

Click link to view
http://hdl.handle.net/10356/69893

Promoting mobile payment adoption : emphases of security and convenience via gain and loss frames

Authors
Chen Ruobing, Chia Pei Shin, Febriliani, Theresia Marten

Supervisor
Asst Prof Sonny Ben Rosenthal

Year
2017

Abstract

This study seeks to understand the specific message content and frames that best promote adoption of really new innovations in financial technology such as mobile payment. It examines how emphasizing security and convenience values of mobile payment in advertising messages influences adoption intention. This study also investigates how the perception of convenience-security trade-off may lead to variations in advertising effectiveness. Furthermore, this study examines how the presentation of gain-framed and loss-framed advertising messages to audiences in different stages of change may influence the advertising outcome. A 3 (no emphasis vs loss-framed convenience emphasis vs gainframed convenience emphasis) × 3 (no emphasis vs loss-framed security emphasis vs gainframed security emphasis) between-subject factorial design was devised to analyse the variables in this study. Participants (N = 340) were assigned to each of the nine treatment groups. Despite not finding any significant influence of message emphases and frames on perceived security, perceived convenience, relative advantage, and adoption intention, this study found that there was a one-sided trade-off effect between convenience and security emphasis in advertisement message.

Click link to view
http://hdl.handle.net/10356/69841

Why do people laugh at sexist humor? An investigation of the factors influencing perception of sexist humor

Authors
A Preethi Devi, Siew Sok Lin Agatha, Lim Xin Yi Joni, Quek Ming Jie

Supervisor
Asst Prof Sonny Ben Rosenthal

Year
2017

Abstract

This study explores the contradiction between individually-held beliefs and reactions to sexist humor. The foundational basis of the study includes the benign violation theory, which posits that a joke is considered humorous when there is a violation of expectations that the receiver interprets as being benign, and the normative window theory of prejudice, which posits that social groups are placed on a scale based on how justified it is for individuals to discriminate and be prejudiced against them. This study investigates the effect of the following variables posited to influence perceived benignity: social context, hypothetical distance, feminism, and gender. An experiment was conducted in an online setting using memes as a medium for humor. The research findings support the hypothesis that the lower the level of feminism within individuals, the funnier individuals will rate the sexist humor, and that when the victim of the sexist humor is a female, males perceived the sexist humor to be funnier as opposed to females. Contrary to predictions, it was also observed that individuals found sexist humor to be funnier when shown in a formal social context rather than an informal social context as well as when under the condition of low hypothetical distance rather than high hypothetical distance. With these findings, we discuss and form an understanding as to why individuals might laugh at sexist humor, while identifying as non-sexists.

Click link to view
http://hdl.handle.net/10356/69848

The Effects of 3D Presentation and Dependency Portrayals on Philanthropy

Authors
Chia Shi Yun Cerlyn, Lee Yu Xian Joel, Ong Mingren Cornelius & Shum Wai Kit Alan

Supervisor
Asst Prof Jung Younbo

Year
2013

Abstract
This study aims to find out if 3D presentation in a philanthropic context can change
attitudes towards the disabled elderly and increase donations. Results from
mediation analyses showed that cognitive attitudes towards the disabled elderly,
social presence, and favour towards the advertisement were significant mediating
factors for the effect of 3D presentation on certain variables. Implications with
regards to the use of 3D presentation in attitudes towards philanthropy and charities
were discussed.

Click link to view
http://hdl.handle.net/10356/52502

Social Cues and Cyberbullying in Facebook: The Effects of Flaming Messages, Friend Count and Anonymity on Cyberbullying Behaviors

Authors
Chan Hui Ling, Fitrina Yuvitasari, Jeremy Ong & Kok Yinghui

Supervisor
Asst Prof Jung Younbo

Year
2013

Abstract
The research seeks to investigate cyber bullying behaviours on Social Networking
Sites (SNSs) by studying the effects of message, receiver and sender characteristics
within one such popular platform, Facebook. In this study, a communication model
was applied to understand how the frequency of cyber bullying activity, friend count
and anonymity within Facebook can affect cyber bullying intentions and perception
towards a potential cyber bully victim.

Click link to view
http://hdl.handle.net/10356/52577

Image Credit
Featured image Cyber Bullied by Flickr user Wen Tong Neo. CC BY 2.0.

In My Hands: Holding the Digital

Author
Tan Wei Zheng

Supervisor
Asst Prof Kim Ji-Hoon

Year
2013

Abstract
This paper aims to be a philosophical treatise on the phenomenology of touch in
electronic and digital media devices. While the paper does examine gaming on
the iPad and other electronic devices, the purpose of the paper is not to delve into
ludology or the cultural issues surrounding gaming and electronic or digital media.
Rather, the paper explores the relationship between the lived-body and the electronic
and digital “body”. This is through using Vivian Sobchack’s work in Carnal Thoughts
as a springboard, paying special attention to how embodiment can be extended to
digital spaces—understood as “imaginal” spaces—and electronic devices.

Click link to view
http://hdl.handle.net/10356/51502

Antecedents and Consequences of Child Emotional Abuse: A Retrospective Study among Undergraduates in Singapore

Authors
Chong Miao Yee Clare, Deng Shiying & Lim Lee Teen Ronda

Supervisors
Asst Prof Shin Wonsun & Asst Prof Suwichit Chaidaroon

Year
2013

Abstract
Child Emotional Abuse (CEA) refers to the significant impairment of a child’s social,
emotional and intellectual development resulting from the adult’s persistent
hostility, ignoring, blaming and discrimination of the child. An online survey was
administered to 615 undergraduates in Singapore and they were asked to recall
their childhood experiences of emotional abuse. Based on the results, the study
looked at the theoretical implications and practical contributions to policymakers,
campaign organisers and parents to address the problem of CEA in Singapore.

Click link to view
http://hdl.handle.net/10356/52258

Image Credit
Featured image Educational Tour by Flickr user Choo Yut Shing. CC BY 2.0.

Imagined Contact Theory: A Study of the Relationship between the Use of Weibo and Perceived Discrimination amongst Chinese Immigrants in Singapore

Authors
Alvin Chia Zhao Yuan, Tan Sie Mun, Tan Xin Qi Lisa & Woo Zhen Wei

Supervisor
Asst Prof Arul Chib

Year
2013

Abstract
This study examined how virtual contact through mediated communication using
the social networking site (SNS) Sina Weibo can reduce how Chinese immigrants in
Singapore perceive themselves as being discriminated by the locals. As part of the
research, a five-week campaign sought to engage young Chinese immigrants aged
16 to 35 living in Singapore and using the transtheoretical model of behavioural
change, the campaign sought to promote an open discussion of issues that would
prepare them for future contact. The findings were discussed in relation to the
specific recommendations that could be made at governmental and institutional
levels.

Click link to view
http://hdl.handle.net/10356/52575

Image Credit
Featured image Instruction #7 – “When you have to shoot: shoot! Don’t talk!” – Il Brutto by Flickr user Kevin Utting. CC BY 2.0.

Promoting Positive Perceptions During Crises: Effects of Scents on Journalism Students in a Media Conference Setting

Authors
Aw Shu Qin Cassandra, Gerlynn Chan Si Ying, Jolene Christina Ng & Lim June

Supervisors
Assoc Prof May Oo Lwin & Asst Prof Augustine Pang

Year
2013

Abstract

Through the theoretical lens of Petty and Cacioppo (1986)’s Elaboration Likelihood
Model (ELM), the study posits that congruency of gender characteristics between
olfactory and visual stimuli during a media conference would influence message
reception. The study assessed the journalists’ states and evaluations of organization
and spokesperson, as well as their news articles written based on the spokesperson’s
message.

Click link to view
http://hdl.handle.net/10356/52522

Image Credit
Featured image Miniature perfume dispensers by Flickr user William Cho. CC BY 2.0.

Crying with Victims During Crisis: How CEO’s Emoting Impact Stakeholder’s Perception of Organization

Authors
Mano Vikneshwaran, Lee Hui Zyi, Yeo Yan Ping & Xu Jinghui

Supervisors
Asst Prof Augustine Pang & Assoc Prof May Oo Lwin

Year
2013

Abstract
Crises often occur in the form of unexpected events which evoke emotional
experiences for those involved. Though crisis research has largely focused on verbal
strategies in responding to a crisis, how they are delivered is arguably crucial too.
While crisis literature shows that stakeholders experience emotional upheavals
during crises, is it possible that organizations can be emotionally affected as well?
If so, can organizational leaders, like the CEOs, then freely express emotions such
as sobbing when communicating with stakeholders?

Click link to view
http://hdl.handle.net/10356/52904

Image Credit
Featured image Civil, Immigrants and Labor Rights Groups to Issue a Call to Action for Commonsense Immigration Reform by Flickr user SEIU. CC BY 2.0.

Film Literacy & Education in Singapore: Learning about Movies, Learning through Movies

Authors
Tan Yuan Sheng, Ou Xin Ying & Sivanessan s/o Kitnasamy

Supervisors
Asst Prof Liew Kai Khiun & Assoc Prof Stephen Teo Kian Teck

Year
2013

Abstract
This study takes an exploratory and qualitative approach in examining the necessity,
benefits and feasibility of a film literacy programme in the local context. It examines
the potential of using film to teach values and sociocultural insights in Singapore,
as well as the effectiveness of an ahistorical filmic and constructivist pedagogical
approach in teaching film literacy.

Click link to view
http://hdl.handle.net/10356/52912

Image Credit
Featured image IMAX by Flickr user William Ng. CC BY 2.0.

Understanding Mobile Dating in Singapore

Author
Wang Yue

Supervisor
Asst Prof Lin Tsui-Chuan Trisha

Year
2013

Abstract
This exploratory study examines how Singaporean mobile dating users strategically
market themselves and manage their romantic interactions in this mediated dating
environment, as well as the impact of mobile dating and privacy concerns raised
by disclosing personal and location information. As mobile dating services gains
popularity in Singapore, it becomes a suitable context to study the motivations and
implications behind this emerging phenomenon.

Click link to view
http://hdl.handle.net/10356/52929

Seals, country-of-origin and GDA nutrition labelling: using the elaboration likelihood model to investigate food product perceptions

Authors
Andrew Yee Zi Han, He Qing Pei, Ong Teck Keong Andrew & Sng Rong Hui Jeremy

Supervisor
Assoc Prof May Oo Lwin

Year
2013

Abstract
Nutrition or ‘signpost’ labelling provides information to consumers to assist them in
making healthier food choices. While many components of product packaging can
influence consumers’ product evaluation, front-of-pack (FOP) nutrition labelling and
country-of-origin (COO) labels are two categories of cues that have been identified as
strong influencers of consumer evaluations. This research looked at the information
on these labels and its implication on health communication policy.

Click link to view
http://hdl.handle.net/10356/52587

Image Credit
Featured image d1830-30 by Flickr user U.S. Department of Agriculture. CC BY 2.0.

Exercise or else: how goal framing and language tone affect exergame messaging via psychological reactance

Authors
Aneesha Subramaniam, Chong Kai Jie, Santhiya d/o Kulasakeran & Zhao Boshu

Supervisors
Assoc Prof May Oo Lwin & Asst Prof Kim Hyo Jung

Year
2013

Abstract
This study aims to determine if goal framing and language tone in instructional
material can affect message persuasiveness through psychological reactance. An
intervention programme design was employed on international students between
the ages of 10 and 19 in Singapore. Results showed that loss framing and dogmatic
language are two of the message features that can trigger perceived threats to
freedom and state reactance, which could cause a boomerang affect in attitude and
behaviours.

Click link to view
http://hdl.handle.net/10356/52579

Regulating social media advertising

Author
Aw Cheng Wei

Supervisor
Prof Ang Peng Hwa

Year
2014

Abstract

The advent of social networking sites as advertising platforms is an attractive proposition for marketers. Currently, these sites are hitting new levels of reach. Unlike traditional media where messages are sent to an impersonal mass audience, social media advertising delivers commercial content to a more targeted audience. The main thrust of this paper is to recommend a set of regulatory mechanisms based on what mature advertising economies have done to regulate social media advertising and adapt to the Singapore context. It aims to provide countries that are looking to install regulatory frameworks for social media advertising with a deeper understanding of the areas of concern.

Click link to view
http://hdl.handle.net/10356/59856

Navigating through the bulls and bears on the web: balancing information literacy skills and self-efficacy

Authors
Boren Ang, Lam Zhao Yao, Pamela Chan Ting Jun & Teo Jion Chun

Supervisor
Asst Prof Debbie Goh Pei Chin

Year
2014

Abstract
Young investors increasingly turn to the Internet for financial information. This paper analyses the empirical components of information literacy skills and self-efficacy in information use through a cross-sectional study of young investors in Singapore. Their information literacy and self-efficacy levels were also analysed across various income groups, gender and investing experience. This study fills in the literature gap by assessing the relative importance of each predictor variable on using quality financial information online.

Click link to view
http://hdl.handle.net/10356/59428

Image Credit
Featured image Raging Bull by Flickr user Simon Morris. CC BY 2.0.

Effects of spiral of silence and message civility on modes of opinion expression on Facebook

Authors
Alex Zhang Meng Ren, Ko Sheng Wei Jeremy, Low Wei Xiang & Tan Su Yi Kay

Supervisors
Asst Prof Natalie Pang & Asst Prof Shirley Ho Soo Yee

Year
2014

Abstract
This study investigates aspects of Spiral of Silence theory and message civility in the social networking site, Facebook. Social media now also allows for more forms of opinion expression than before. Facebook, for example, allows users to click ‘like’ on posts and comments, as well as share content with just the click of the mouse. These new modes of expression could allow for content on social media to go viral easier and quicker than in traditional settings, where expression is mainly restricted to written or spoken words. This fast-growing phenomenon has important repercussions, including its potential impacts on social cohesion in Singapore.

Click link to view
http://hdl.handle.net/10356/59850

Image Credit
Featured image (183/365) Shhh…. by Flickr user Sarah. CC BY 2.0.

Effects of personalisation and interactivity on the perception of politicians on Instagram

Authors
Ashley Tan Shu Ren, Heng Joo Kuang Terence, Ho Hui Yi Judith & Goh Yan Hui

Supervisor
Assoc Prof Jung Younbo

Year
2014

Abstract
During the 2011 General Elections, an increasing number of politicians have jumped on board the social media bandwagon to connect with their electorate. Given the rapidly growing trend of Instagram usage among politicians, this study investigates the effects of two self-presentation styles on voters’ perception of politicians and their voting intention: first, the personalisation which is presenting the private over the public life of a politician, and second, the text-based interactivity which is presenting the active versus passive voice of a politician.

Click link to view
http://hdl.handle.net/10356/59857

Image Credit
Featured image National Day Flags by Flickr user James Creasman. CC BY 2.0.

Improving pre-roll advertisements through the use of congruence

Authors
Debbie Lee Meiyi, Lai Mun Seng Aloysius, Ling Zhi Lei Debby & Yeo Xinzi

Supervisor
Assoc Prof Jung Younbo

Year
2014

Abstract
Over the last decade, the field of advertising has expanded rapidly to include new formats such as online videos. The purpose of this current study was to investigate the effects of ad congruence on attitudes towards the ad and the brand in the new context of pre-roll advertisements. A total of 80 participants took part in a laboratory experiment where three pre-roll advertisements were paired with short videos. The results (n = 80) showed significant main effects of ad-context congruence on perceived irritation and attitude towards the ad. The results also showed significant main effects of ad-profile congruence on perceived manipulative intent and attitude towards the brand. In addition, the results indicated that perceived irritation was a significant mediator for the effect of ad-context congruence on attitudes towards the ad and the brand. Perceived manipulative intent was also found to be a significant mediator for the effect of ad-profile congruence on attitudes towards the ad and the brand. Theoretical implications with respect to different psychological mechanisms underlying ad-content and ad-profile congruence, as well as practical implications for advertisers to maximise the effectiveness of pre-roll advertisements are discussed.

Click link to view
http://hdl.handle.net/10356/59608

Corporate image: role of CSR as a communication motivator

Authors
Ng Shu Min Chrystal, Ong Ying Kai, Shannon Rose Chau Wing Ching & Yeow Poh Sim Kristle

Supervisors
Assoc Prof Augustine Pang & Assoc Prof May O. Lwin

Year
2014

Abstract
The key objective of this study was to investigate how CSR (Corporate Social Responsibility) can be used as a driver in enhancing organisational corporate image from the corporate communication practitioners’ perspective. A content analysis of 150 corporate websites of local and foreign organisations in Singapore was first conducted to examine CSR communication of local and foreign organisations online. A second study involved in-depth interviews with 24 corporate communications practitioners in Singapore to examine the motivations behind their CSR engagement. Findings show that both local and foreign organisations identified identical primary CSR themes, as well as similar motivations for CSR engagement. It was also revealed that organisations in Singapore utilise CSR as a means to enhance corporate image via four ways: engaging in two-way conversations with stakeholders, adopting an inside-out communication approach with employees, recognising the relevance of other CSR communication channels, and communicating CSR with authenticity.

Click link to view
http://hdl.handle.net/10356/59579

Image Credit
Featured image Yishun Singapore by Flickr user 350 .org. CC BY 2.0.

Role of feedback and motivational climate in promoting exercise among children

Authors
Ang Kian Boon Eugene, Ho Jia Yu Carrie, Lim Ping Hui & Low Weisheng Melvin

Supervisors
Assoc Prof May O. Lwin & Asst Prof Shirley Ho Soo Yee

Year
2014

Abstract
This study focuses on using communicative components in a digitally-mediated environment (through digitally assisted physical gaming, or exergaming) as an intervention method to promote leisure time physical activity and encourage exercise behaviour. While in the past, other research explored various factors that impact the effectiveness of a health intervention programme, this research taps on the self-determination theory and other behavioural theories to investigate communication components that are most salient in an intervention programme involving exergaming – feedback type and motivational climate.

Click link to view
http://hdl.handle.net/10356/59840

Children’s food advertising in Singapore: executional tactics, child consumption habits and parental mediation

Authors
Ang Ke Qin, Alicia Young Wei Ling, Heng Yiwei & Toh Shi Ting

Supervisors
Assoc Prof May O. Lwin & Asst Prof Shin Wonsun

Year
2014

Abstract
The project consists of two studies aimed at examining F&B advertising targeted at children and the effectiveness of parental mediation on children’s dietary habits in Singapore. Study One presents a content analysis of F&B advertisements targeted at children on five Singapore channels over a period of two weeks. In Study Two, a survey on 843 children aged 9 to 12 was carried out to examine the effects of parental mediation and media exposure on children’s attitudes and intention towards healthy food, as well as consumption of healthy and unhealthy food. Implications for advertising regulations and social marketing are discussed.

Click link to view
http://hdl.handle.net/10356/59844

Image Credit
Featured image 1941 Food Ad, Quaker Puffed Wheat & Puffed Rice “Sparkies,” with “Vitamin Rain” by Flickr user Classic Film. CC BY 2.0.

Sugar smackdown: a project to reduce sugar intake among primary school children

Authors
Daphne Tan Su Yin, Farah Diyanah Binte Abdul Fattar, Yeong Kar Yan & Yong Mun Weng

Supervisors
Assoc Prof May O. Lwin, Asst Prof Shin Wonsun

Year
2015

Abstract
This applied research project aims to investigate the sugar consumption patterns of children and influencers of intention to reduce sugar intake. In Study One, a pen-and-paper survey was conducted on 432 primary school children, aged 9 to 12, to investigate the predictors of intention to reduce sugar intake based on the Integrated Behavioural Model. Findings indicate that self-efficacy and perceived control are the greatest predictors of intention to reduce sugar, while knowledge is also negatively associated with sugar intake. Study Two involved the design of an intervention workshop, where 411 primary school children in the same age group took part in an applied experiment where the children in intervention group were exposed to a three-hour health intervention programme. The results showed that the programme was effective in influencing four target dependent variables, self-efficacy, perceived control, intention, knowledge. We also found that male characters in the message materials were preferred over female characters, especially for younger subjects.

Click link to view
http://hdl.handle.net/10356/63357

Frame competition and climate change communication

Authors
Lim Wen Bin Nigel, Loh Yi Jin Clara, Neo Hui Yan Eileen & Ong Huilin Adeline

Supervisors
Assoc Prof Benjamin Hill Detenber, Assoc Prof Shirley Ho Soo Yee

Year
2015

Abstract
This study examined complementary and competitive framing environments to distill the effects of frame direction (pro- and/or anti- positions), frame emphases (economic and/or survival frames), and the two types of frame competition on support for and attitudes toward pro-environmental behaviours (PEB) and green energy technologies (GET). Results derived from a purposive sample of university students (N = 525) suggest that frames are more effective in shifting participants’ attitudes than support — evidence of the attitude-behaviour gap. In general, complementary frames produced classic framing effects, while competitive frames produced middle ground positions, which is consistent with current literature. Findings suggest the limited ability of communication frames in competitive environments to effectively engage and drive change beyond the attitudinal level.

Click link to view
http://hdl.handle.net/10356/62499

Image Credit
Featured image Dry riverbed by Flickr user Climate Change, Agriculture and Food Security. CC BY 2.0.

Issue framing and group compostion in a deliberative discussion

Authors
Jean Peiying Serene, Jessica Sng Cheun Yin, Zhang Jiawei & Lew Zi Jian

Supervisors
Assoc Prof Benjamin Hill Detenber, Asst Prof Nuri Kim

Year
2015

Abstract
In a deliberative democracy, stakeholders from diverse backgrounds come together and represent the various views within a society. Contact theory posits that interaction with outgroups reduces prejudice and improves relations. In attempting to bring together both ideas in a study, a 2 (ethnically homogeneous/mixed group composition) x 2 (group interests/common interests issue frame) experiment on deliberative groups was conducted. 235 undergraduates from a Singaporean university of Chinese (N = 193) and Malay ethnicity took part in the study. Regression analyses showed that higher quality of prior contact with minorities and lower intergroup anxiety was related to more positive attitudes toward minorities. ANOVAs conducted showed that group composition had significant effects on the dependent variables (attitudes toward ethnic minorities and attitudes toward discussion) while the framing of the issue being discussed had no significant effect. In the end, we explain how contact theory is applied to deliberative discussions and how pre-existing attitudes can predict post-deliberation attitudes.

Link to DR-NTU
http://hdl.handle.net/10356/63167

Image Credit
Featured image Peace by Flickr user Bart. CC BY 2.0.

Too much too soon? Testing explicit self-disclosure on attitudes toward gay men

Authors
Amelia Chong Yu-Wen, Bart Hugo-Morgan, Sarah Marlena Binte Malik & Sharon Tan Wei Ping

Supervisor
Assoc Prof Benjamin Hill Detenber

Year
2015

Abstract
The research study tested the contact hypothesis (Allport, 1954) by analysing how contact with gay strangers over computer-mediated communication (CMC) affects attitudes toward gay men (ATG). Specifically, the effect of online contact type was manipulated through i) direct self-disclosure of homosexual orientations, and ii) indirect self-disclosure of homosexual orientations. The influence of culturally-linked individual differences on ATG was measured via social harmony values. 227 students from Nanyang Technological University (NTU), Singapore participated in a cooperative contact experiment online and completed pretest and posttest measures. No significant main effects were found for type of self-disclosure or social harmony values on attitudes toward gay men, attitudes toward self-disclosure and relational intimacy. Interaction effects were also found to be nonsignificant. Follow-up focus group sessions were conducted to understand their online interaction experience. Possible explanations to our null findings and future directions for research are also discussed.

Click link to view
http://hdl.handle.net/10356/63398

Image Credit
Featured image 18° Parada do Orgulho LGBT | São Paulo 04/05/2014 by Flickr user Ninja Midia. CC BY 2.0.

Flow and mobile gaming: the effects of in-game purchases and screen size

Authors
Matthew Hui Chi Kin & Yeo Han Zhong

Supervisor
Assoc Prof Benjamin Hill Detenber

Year
2015

Abstract
This study seeks to investigate the effects of in-app game purchases, device screen size, and particular personality traits on the flow experience during mobile game play. It also aims to assess the impact of flow on the potential success of a game in terms of enhancing attitudinal loyalty among players. Results from our experiments show that in-game purchases and a larger screen size have no significant effects on flow. However, particular personality traits did have a significant influence on flow. In-game purchases were found to evoke a greater experience of flow for participants reflecting a higher need to compete and a higher need for activity. Notably, flow was found to have a positive relationship with the degree of attitudinal loyalty toward the game. Details of the variables and implications of the results are discussed further in the report.

Click link to view
http://hdl.handle.net/10356/63359

Effects of secondary sources on impression of primary and secondary sources in Twitter

Authors
Kok Shi Ying, Yee Kai Wei, Ng Jia Ming

Supervisors
Assoc Prof Benjamin Hill Detenber & Asst Prof Christopher Cummings

Year
2016

Abstract
Spontaneous Trait Transference (STT) occurs when communicators are perceived as possessing the traits they describe in others. With an increasing use of social media, taking a closer look at impression formation processes in an online context becomes paramount. As functions on social media allow more sources to be associated with a message, it is vital to look at the secondary source in STT on social media and its implications on image management.

This study looks at the effects of the presence of a secondary source on STT. A 2 (trait: with vs. without) x 2 (secondary source: with vs. without) experiment was conducted. A total of 136 participants, aged 18 to 40, took part in an experiment where they rated their impressions of primary and secondary sources after reading stimuli presented in the form of a Twitter feed. The stimuli contained non trait-implying behaviour descriptions as well as trait-implying descriptions, the latter of which containing tweets that express intelligence, politeness, impatience, and laziness.

Results showed that STT is weakened in the presence of a secondary source, and that STT to the secondary source is weaker than STT to the primary source. In addition, perceived salience measures also indicated that the primary source was more salient than the secondary source, bringing new insight to our understanding of the phenomenon.

Click link to view
http://hdl.handle.net/10356/66853

Picture this! Social influence in a visually identified YouTube environment

Authors
Looi Jie Min, Leong Xue Li Alisius Deon, Abigail Chua Wen Qi, Gan Zheing Weii Damian

Supervisor
Assoc Prof Benjamin Hill Detenber

Year
2016

Abstract
This study examines how group effects of user-generated comments influence user evaluations and attitudes towards YouTube videos and their subject matter. Two main theoretical frameworks were applied in this study: the Social Identity Approach (SIA) and Social Identification/Deindividuation (SIDE) model.

This study provides an update to the earlier research conducted by Walther, DeAndrea, Kim and Anthony (2010), through addressing changes in the YouTube’s interface which now includes visually identifiable users. The study also extends Walther, DeAndrea et al.’s (2010) research by applying the SIA as an alternative way of studying social influence on YouTube platforms.

A 2 x 2 x 2 between-subjects factorial design was used in this experiment which was conducted amongst Singaporean university undergraduates (N = 317). Using a YouTube mock-up page, the research examined the interaction between a controversial video about foreign-born sporting talents (FBST) in Singapore and the accompanying user comments from ingroup (Singaporeans) and outgroup (foreigners) members.

Even though the manipulation of outgroup categorization did not work as planned, it demonstrated that user-generated comments can affect user’s evaluation of the video and attitudes towards the subject matter. Clear evidence of social identification mediating social influence within social groups was observed. Findings suggest that social identification could occur even with visual information of commenters, contrary to SIDE’s theoretical predictions.

Click link to view
http://hdl.handle.net/10356/66874

Every man for himself: examining the effects of self-interest on persuasion

Authors
Ng Xin Hui, Vanessa Kong Wei Yi, Chow Li Ying, Tay Matthias

Supervisor
Assoc Prof Benjamin Hill Detenber

Year
2016

Abstract
The study seeks to examine the impact of message source and content on audiences receiving messages that advocate or oppose workplace protection laws. Drawing on source credibility theory, this study compares levels of perceived self-interest and persuasiveness between heterosexual and homosexual advocates.

To understand the persuasiveness of straight allies in advocating for their homosexual counterparts, a 2×2 between-subjects factorial study was used to test for the influence of sexual orientation and position advocated on attitudes toward message source and content.

Conducted over the span of two weeks, 211 respondents from Nanyang Technological University participated in the study. Results concluded that sexual orientation of the message source plays a critical role in persuading audiences into buying an advocacy message, with consideration given to the source’s perceived self-interest and position advocated within the message.

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http://hdl.handle.net/10356/66864

The effects of message threat and victim vulnerability on virtual bystander intervention

Authors
Tan Jing Ting, Keng Jun Wei Daniel

Supervisor
Assoc Prof Benjamin Hill Detenber

Year
2016

Abstract
This study explores the effect of message threat and victim vulnerability on virtual bystander intervention using the Social Impact Theory (Latané, 1981) as a theoretical framework. In order to understand if and how a virtual bystander would intervene when witnessing an act of cyberbullying, this study used a 2 (message threat) x 2 (victim vulnerability) x 2 (victim-aggressor pair gender) between-subject experiment involving 88 undergraduates from a university in Singapore.

Participants took part in an online discussion with two confederates and their responses were analysed for bystander intervention and other types of bystander behaviour. The findings revealed that while there was no significant main effect between message threat and virtual bystander intervention, higher victim vulnerability would lead to higher instances of virtual bystander intervention.

High levels of vulnerability result in more bystander intervention, task reorientation initiation and explicit request for cessation of arguments. Message threat and victim vulnerability also significantly interacted such that the likelihood of explicit requests for cessation of argument was greatest when both threat and vulnerability were high. When threat was high and the aggressor was male, more explicit requests for cessation occurred, and when vulnerability was high and the victim was female, more task reorientation initiation was observed.

Results indicate that the Social Impact Theory may not hold true in online contexts where the bystander is highly involved in interacting with both the victim and aggressor.

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http://hdl.handle.net/10356/66884

Effects of secondary risk on threat appraisal of dengue fever as a primary risk

Authors
Heng Sihui, Samantha Tan Li Ling, Lim Hui Ying Maybellina, Lorraine Tan Si Jin

Supervisor
Assoc Prof Benjamin Hill Detenber

Year
2016

Abstract
This study aims to explore the effects of secondary risk, present with the adoption of a vaccine, on the appraisal of the primary risk of dengue fever. Using the Protection Motivation Theory as a guiding framework, this study also explores the effects of secondary risk on vaccine intention.

A total of 267 undergraduate and graduate students, aged between 19 to 29, took part in this experiment. We presented participants with two mock online newspaper articles; one on dengue fever and the other on its vaccine. The article on the vaccine contained different information on the vaccine effectiveness, likelihood of vaccine side effects, and vaccine production method.

Results showed that secondary risk in the form of likelihood of side effects has a significant influence on participants’ vaccine intention, F(1, 257) = 4.14, p = .04, η2 = .02. Likelihood of side effects also interacted with vaccine effectiveness to influence participants’ perceived vulnerability to dengue fever, F(1, 258) = 4.32, p = .04, η2 = .02. Vaccine production method was found to have no effect on intention and threat appraisal of dengue fever.

These results add theoretical implications by suggesting a possible extension to the existing Protection Motivation Theory, and practical implications in the way governments and health authorities can craft health messages.

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http://hdl.handle.net/10356/66877