Abstract
In three experiments, respondents’ behavior conformed to the dictates of a relevant norm (the norm against littering) only under conditions of normative focus. This relationship held true across three types of procedures for producing normative focus (physiological arousal, modeling, and self-directed attention), across two types of settings (public and private), and across two types of norms (social and personal). Moreover, factors that would be expected to affect normative action were influential only when the norm was focal. These factors included the degree to which the action violated the relevant norm (Study 2) and the degree to which an individual subscribed to that norm (Study 3). Implications are discussed for developing campaigns to encourage prosocial behavior.
Published Version
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a call