Media Influence on Bystander Intervention for Health Protective Norms: The Integrative Model of Behavioral Prediction Perspective

Drawing upon the Integrative Model of Behavioral Prediction (IM) and the Bystander Intervention Model, this study investigates the impact of media health information on individuals' intentions to address violations of health norms, specifically noncompliance with mask-wearing during the COVID-19 pandemic. Our survey results (n=1,426) indicate a positive correlation between seeking health information from the media and the intention to confront norm violators regarding mask-wearing. This correlation is mediated through three intermediary pathways: attitudes, normative beliefs, and perceived behavioral control. These discoveries address a previously unexplored area concerning pro-social health behaviors, bystander intervention, and contribute to the field of health communication by linking them to research on media influences. Combining media and peer interventions could lead to more effective health outcomes. The discussion covers both theoretical and practical implications.