Tide Pods and Teenagers: The Psychology of Risk-Taking in Young Adults

The worldwide involvement and the detrimental impact of viral online challenges are distinct features that create a growing societal concern for young people. This study used an exploratory approach to investigate factors that predict young adult’s participation in viral online challenges. Specifically, the study analyzed the extent to which age, personality, social media use, and psychological motives (i.e., social connectedness and online self-concept) predicted participation in viral online challenges in a sample of 18- to 25-year-old college students. In a correlational, cross-sectional online survey, participants completed measures of the Big Five personality traits, degree of social media use, social media engagement, and motives, as well as attitudes and behaviors related to internet challenges. I tested two multiple regression models to investigate key predictors of attitudes and participation in viral online challenges. I found that age, degree of social media use, and social media engagement predicted differences in participants’ familiarity with and likelihood of having taken part in specific online challenges. In addition, social media use and engagement and social connectedness were significant positive predictors of participants’ scores on a measure of attitudes surrounding viral online challenges. Whereas the Big Five personality trait of conscientiousness was a significant negative predictor of attitudes about viral online challenges, there was little evidence overall of a link between the Big Five personality traits and participation in viral online challenges. Limitations of the present study and directions for future research are discussed.