Abstract
AbstractIn two field experiments, we manipulated the extent to which sorority members viewed themselves as prototypical group members before they learned social norm information. In Study 1 (n = 109), participants who learned that they closely matched the ideal group member's personality intended to drink less alcohol after reading about related group norms. In Study 2 (n = 155), participants primed to think of themselves as ideal group members reported drinking less alcohol in comparison to participants primed to think of themselves as unique individuals. Participants who heard a descriptive norm presentation reported drinking less alcohol in comparison to participants who heard injunctive or combined norm presentations. If speakers prime group member prototypicality before delivering normative information, their message can be more effective.
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