Exploring the Cognitive, Affective, and Conative Factors of Bystander Intervention to Improve Protective Measures During Health Emergencies

This study examines the factors shaping individuals' reactions to health-protective norm violations through the lens of cognitive accessibility, the risk-as-feelings hypothesis, and the tripartite decision-making framework. By surveying 1,426 U.S. college students, we found that frequent exposure to health information in the media is associated with an increased tendency to adopt health-protective measures and support bystander intervention (upstanding) intentions. From a theoretical perspective, the results underscore the significant impact of the conative (behavioral) dimension on bystander intervention intention, alongside contributions from the affective and cognitive dimensions. Health communication practitioners should plan frequency-enhancing media strategies to effectively reach their target audience. Well-targeted and repeated exposure to vaccine information may help address health norm violations by correcting deviant behaviors.