SCIMaP Social Media Field Study

In this field study, we will test two leading message conditions identified in a previous study with paid participants. Facebook and Instagram users will view graphics with text, inviting users to explore the SCIMaP website (scienceimpacts.org) by clicking on the ad. Using the Meta Ad Manager A/B test feature, we will randomly assign users from the same broad target audience to view one of two message variants. We expect that the Imperative ad (Imperative Motivation + Local Scale + High-Relevance) will lead to more clicks, but the Interrogative ad (Interrogative Motivation + National Scale + High-Relevance) will lead to deeper website exploration after clickthrough.