Abstract
This study examines the direct effects of collective and perceived norms on smoking initiation among non-smokers across 25 European Union Member States, based on the theory of reasoned action (TRA; Ajzen and Fishbein, 1975) framework. To date no empirical examination has been undertaken on the influence of collective norms across nations. Within national cultural settings, collective norms serve as accepted codes of conduct guiding or limiting socially relevant behaviors. We conceptualize collective norms in two ways. In line with Lapinski and Rimal (2005) country-level smoking prevalence is taken as the objectively measured of collective descriptive norm. Unger et al. (2003) conceptualised tobacco distribution and regulation as a key component of the socio-cultural context of smoking. Thus the extent of country-level tobacco control constitutes the shared values and priorities of society and captures a measure of collective injunctive norm. In line with the TRA we posit, that nonsmokers in countries with (a) higher level of smoking prevalence and (b) lower level of tobacco control will exhibit greater intention to start smoking. Collective norm needs to be measured at the social (or country) level. However, objective measures of country-level smoking prevalence is arguably less salient to individual citizens when compared against the aggregation or collective perceptions of the popularity of the behavior. Nonsmokers in societies where they collectively perceive greater popularity of smoking (i.e. higher mean perceived descriptive norm) would be more inclined to perceive smoking as socially acceptable and hence more likely to take up smoking.
Published Version
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