Abstract
Previous research on risk-glorifying media has provided encompassing evidence for a positive connection between risk-glorifying contents and (a) risk-positive emotions, (b) risk-positive cognitions and attitudes, and (c) risk-positive behavioral inclinations. Nevertheless, little evidence shows whether risk-glorifying content increases actual risk behavior. We conducted three experimental studies to assess whether risk-glorifying commercials increase risk behavior. In all studies, participants were randomly assigned to a risk-glorifying or a neutral commercial. Additionally, in Study 2 participants were randomly assigned to an arousal or a non-arousal condition to test the mediating effect of arousal. In Study 3, we tested the mediating effect of the accessibility to risk-positive cognitions. We measured participants’ risk behavior via the risk assessment ramp (RAR). Our results revealed that participants who watched the risk-glorifying commercial walked faster to the jumping-off point (Studies 1, 2, & 3) and would have jumped from a higher level (Studies 2 & 3), thus, indicating the exposure to risk-glorifying media content increases people’s risk behavior. Neither arousal nor the accessibility to risk-positive cognitions mediated the effect of risk-glorifying media content. Beyond our findings, we offer a new tool to assess risk behavior that is effective and easy to apply.
Highlights
Many people are attracted to extreme sports events, which take place at well-known places all over the world
We hypothesize that people who watch a risk-glorifying commercial show increased risk behavior
The results of Study 1 reveal that people who had watched risk-glorifying commercials walked faster to the point where they would jump blindfolded off the risk assessment ramp (RAR)
Summary
Many people are attracted to extreme sports events, which take place at well-known places all over the world. Up to 30,000 fans cheer for freestyle motocross riders at the Plaza de Toros Monumental (Mexico City, Mexico) who perform spectacular stunts with characteristic names such as “kiss of death backflip”. An off-road motocross race true to the motto “tougher than iron and harder than steel” attracts every year 20,000 people. In this race (the allegedly hardest off-road race in the world), only nine out of 500 starters were able to finish in 2016. The winner merely receives a piece of rock as a trophy, gains recognition of their comrades, and is admired by their fans.
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