Objectives and Peer Pressure in a Driving Video Game Influence Real-Life Driving Norms, Attitudes, and Behavioral Intentions

• In Event: Processes Underlying Communication Technology Use

Abstract

Two understudied aspects of the influence of video game violence on behavior are the role of the communication of social norms and the translation of in-game behavior to real world behavior. The present experiment manipulates normative information to be antisocial in a violent driving video game, through the use of experimenter instruction (game objectives) and confederate behavior (peer pressure). Results suggest that game objectives have the strongest influence on in-game behavior, but that this effect was strengthened or tempered by confederate pressure. In-game behavior mediates the manipulations’ influence on perceived norms and attitudes toward being a safe driver and passenger. Perceived norms and attitudes predict behavioral intentions to drive antisocially in the real world. Results indicate that communication of norms through media violence is a potentially important mechanism in antisocial media effects, and that focus on media behaviors with direct real-world corollaries may be a fruitful area of research.

Authors

• Morgan E. Ellithorpe, University of Pennsylvania

• Nancy Rhodes, Ohio State University