Values-Alignment Messaging Boosts Adolescents’ Motivation to Control Social Media Use

• In Event: New Advances in the Study of Adolescents’ Social Media Use: Theoretical and Empirical Perspectives

Abstract

Introduction
Across two preregistered field experiments with 2,733 U.S. high school students, we compared the effect of two different theoretical approaches to behavior change on adolescents’ motivation to control social media use (SMU), including their interest in learning new self-control strategies. A traditional message simulated the approach taken by many educational programs, highlighting the long-term benefits of avoiding SMU; while a novel, values-alignment message sought to align behavior change with immediate social rewards (autonomy and social justice). We also examined gender differences in the impacts of these messages.

Method
Study 1 included 858 students (M=15.47 years old, SD=1.13, 44.8% girls; 74.4% White) from three public high schools in the Northeastern United States; Study 2, conducted a year later, included 1,875 students (M=15.92 years old, SD=1.22, 50.7% girls; 48.2% White) from one public high school in the Southeastern United States. Students were randomly assigned at the individual level to one of three experimental conditions (values-alignment message, traditional message, no-treatment control), after which they completed self-report measures assessing motivation to control SMU and other process measures (e.g., perceiving reducing SMU as being aligned with autonomy and social justice). Follow-up self-report measures assessing behavior change, mindfulness, and awareness of addictive social media designs were completed two weeks (Study 1) or three months (Study 2) post-treatment. We preregistered the study design, hypotheses, and analysis plan prior to data collection: Study 1: http://aspredicted.org/blind.php?x=697jd4; Study 2: https://osf.io/qhgd5/?view_only=39a5034e47a840d4be1e7bbda8fa7126.

The values-alignment message framed reducing SMU as a way to fight back against manipulative industry practices (e.g., using “addictive” designs to hook users) and in the process, demand the creation of more humane technology. By raising awareness about designs that trick people into spending more time online and the possible toll it takes on society, the message encouraged adolescents to view cutting back from SMU as an opportunity to make an independent, socially-conscious choice. The traditional (active control) message was designed to simulate an approach that is more common to universal behavior change programs delivered in schools—by highlighting the potential long-term benefits of avoiding SMU, teaching self-regulation strategies, and affirming societal values of positive behavior.

Results
Compared to no message or a traditional message, in both studies a values-alignment message increased motivation to control SMU immediately afterward (Table 1), and in Study 2, led to greater awareness of “addictive” social media designs three months later, F(2,1257)=5.63, p=.004. In both studies, preregistered moderation analyses indicated that a values-alignment message was more effective at motivating girls than boys. For example, compared to boys, girls assigned to the values-alignment message were more willing to use a time-monitoring application to control their SMU, Wald χ2(2)=5.97, p=.050; Figure 2.

The current research suggests that leveraging adolescents’ drives to act independently from adult control and for reasons that serve larger societal purpose, two highly rewarding adolescent values, may be one approach for instilling internalized motivation for taking control over SMU. This research also indicates that gender differences in how adolescents use social media may be important moderators of the effectiveness of such messages.

Authors

• Brian Galla, University of Pittsburgh
  Presenting Author

• Sophia Choukas-Bradley, University of Delaware
  Non-Presenting Author

• Hannah M. Fiore, University of Pittsburgh
  Non-Presenting Author

• Michael V Esposito, University of Pittsburgh
  Non-Presenting Author