Effect Of Descriptive Norms Research Articles

The Effect of Descriptive Norms, Injunctive Norms, and Enjoyment-based Motivation on Buying Behavior of Fashion Goods: A Case Study of MSMEs in Jambi City

Fashion trends, especially for young people, are an inseparable lifestyle. Satisfaction in following trends is one of the factors that encourages young people to always follow trends. Besides that, there are limitations to social norms that become limitations in exploring fashion trends. This study examines enjoyment-based motivation, descriptive norms, and injunctive norms on the fashion buying behavior of young SMEs in Jambi province. A total of 303 participants filled out online questionnaires, and the data collection period was three months (February-April, 2023. Data analysis used the PLS-SEM test. The results of this study indicate that enjoyment-based motivation, descriptive norms and injunctive norms have a positive effect on buying behavior This research contributes to determining the personal factors of the customer and social norms in determining the purchase of fashion products, so that MSME actors can consider both social products with social norms and quality improvement to fulfill the enjoyment based motivation of customers in the long term.

The effect of descriptive norms on exercise output and exertion during a video-guided workout.

The effect of descriptive norms on exercise output and exertion during a video-guided workout.

Promoting Low-Carbon Purchase from Social Norms Perspective.

The importance of individual consumption behavior in a low-carbon economy is gradually recognized. Social norms have a significant effect on individual purchase behavior. However, the influence mechanism of social norms still needs more research. We conducted two behavioral experiments to explore the specific factors: first, the effect of descriptive norms on personal low-carbon consumption behavior through feedback information, and second, a comparison with injunctive norms, focusing on the impact of the normative focus shift brought by punishment represented by the policy implementation. The results show that social norms can effectively promote individual low-carbon consumption through feedback and high policy implementation efficiency. In particular, after effective policy implementation becomes an inherent element of injunctive norms, injunctive norms are activated and become the focus of norms, significantly improving the purchase rate of low-carbon goods.

Does it matter whether others are working hard or hardly working? Effects of descriptive norms on attitudes to time theft at work

AbstractTime theft—time that employees waste or spend not working during their scheduled work hours—poses serious costs to many employers. Although previous research has suggested the importance of social norms for understanding time theft behavior, experimental studies are lacking. This paper presents the results of two preregistered experiments that examined if information about whether most people engage in time theft or not (descriptive norms) has effects on intentions and attitudes to steal time at work. The results confirmed that people are less willing to conduct time theft if they are led to believe that others avoid such behaviors (Experiment 1, N = 170). However, the same norm information did not alter people's moral judgments of coworkers who engage in time theft (Experiment 2, N = 183). The findings tentatively suggest that the less time theft employees see, the less time theft they will commit.

Individual–Community Misalignment in Partisan Identity Predicts Distancing From Norms During the COVID-19 Pandemic

This study investigated whether misalignment between an individual and their community in partisan identity predicted psychological and behavioral distancing from local COVID-19 norms. A nationally representative sample of Republicans and Democrats provided longitudinal data in April (N = 3,492) and June 2020 (N = 2,649). Democrats in Republican communities reported especially heightened better-than-average estimates, perceiving themselves as more adherent to and approving of non-pharmaceutical interventions (NPI; e.g., mask wearing) than their community. Democrats’better-than-average estimates reflected high approval and behavior in Republican communities and substantial norm underestimation. Republicans in Democratic communities did not evidence worse-than-average estimates. In longitudinal models, injunctive norms only predicted NPI behavior when individual and community partisan identity were aligned. The strong personal approval-behavior association did not depend on misalignment; there were no effects of descriptive norms. Normative messages may have limited efficacy for a sizable subpopulation in politically polarized contexts, such as the COVID-19 pandemic.

The effect of descriptive norms and social identification on performance and exertion during a physical fitness task.

Research suggests that people's perceptions of the typical physical activity behaviors of others-descriptive norms-shape their own physical activity. However, prior work has primarily used cross-sectional designs, focused on people's physical activity intentions or self-reported overall physical activity, and failed to attend to how the normative referent affects the norm-behavior relationship. In a pre-registered experiment, we manipulated the descriptive norm to explore its effect on perceived exertion during, and objectively assessed performance on, an exercise (running) task. We also measured the strength of participants' social identification as a member of the norm reference group as a potential moderator. Following a baseline trial, participants (N=78) were either told that their baseline score on the running task was below average (high norm condition) or above average (low norm condition) compared to members of the reference group. Participants in both conditions tended to perform better in Trial 2 than Trial 1. However, participants in the high norm condition improved their performance significantly (2.5 times) more than participants in the low norm condition. Social identification moderated the effect of the norm manipulation on perceived exertion. High identifiers tended to exert themselves less than low identifiers during Trial 2 if they were told they were above average, whereas if told they were below average, high identifiers exerted themselves slightly more than low identifiers. Results provide evidence that descriptive norm messages can improve people's performance on physically demanding tasks, and indicate that descriptive physical activity norms may be more influential when the norm reference group is subjectively meaningful. Opportunities to fruitfully deploy norm messages in applied contexts are discussed.

How Social Norms Affect Consumer Intention to Purchase Certified Functional Foods: The Mediating Role of Perceived Effectiveness and Attitude.

Certified functional foods (CFFs) are approved by relevant authorities because of demonstrable efficacy. However, social norms affect consumer perceptions regarding CFFs, and their attitudes toward CFFs remain unclear. Drawing on social influence theory, this study explored how social norms (i.e., descriptive and injunctive) affect consumer perceptions and willingness to purchase CFFs. Consumers of CFFs in Taiwan were invited to participate in this study, and 398 valid questionnaires were received. Collected data were assessed through structural equation modeling. The results revealed that descriptive and injunctive norms exerted a positive effect on perceptions of the effectiveness of CFFs. However, although injunctive norms exerted a positive effect on consumer attitude, the effect of descriptive norms on attitude was not significant. Furthermore, consumer perceptions on the effectiveness of CFFs affected their attitude toward CFFs, consequently increasing their intention to purchase CFFs. This study contributes to the literature by providing insights into the relationship between social norms, perceived effectiveness, and attitudes regarding CFFs. The results of this study provide directions to CFF marketers for developing marketing strategies and establishing marketing communication strategies from the perspective of social influence.

Abstract A037: Motivation through relational communication: Examining the normative social behavior of African American women who participate in breast cancer clinical trials

Abstract Black women die of breast cancer (BC) at a higher rate than any other racial group, but examination of the exact reasoning behind this phenomenon is hampered by African Americans’ (AAs) well-documented unwillingness to participate in medical research. According to research, AAs’ exhibited behavioral norms regarding clinical trial (CT) participation demonstrate a fear of being treated like guinea pigs, deep memories of previous abusive CTs, and strongly held perceptions of receiving unequal treatment in emergency departments and clinics. The Theory of Normative Social Behavior (TNSB) distinguishes descriptive norms (people’s perceptions about a behavior’s prevalence) from injunctive norms (people’s perceptions of the acceptable attitudes and behaviors of their defined group) and describes normative outcomes as injunctive norms joined with expected outcomes and group identity, that serve to influence the effects of descriptive norms on people’s behavior. Through the lens of the TSB, this study identifies the descriptive norms and normative mechanisms of Black/AA women who participate in BC CTs, and explores how their decisions to participate were guided by their relational communication practices. Thirteen self-identified Black or AA women (N=13) who are BC survivors or currently in treatment for BC, and who have previously taken part or are currently enrolled in a BC CT, participated in this study. The women answered interview questions such as, “How were you exposed to the idea of participation in a CT? What were the thoughts of your physicians/friends/family about your participation in particular? What is your experience with other AA women who have participated in BC CTs?” This study’s main finding was that each of these participants demonstrated very high levels of self-advocacy and self-efficacy, evidenced by their common admission of having made their decision on their own to take part in a CT, informing friends, family members, and physicians of their decision rather than seeking input or advice before deciding. Other results confirmed the presence of many already well-known AA descriptive norms such as distrust of CTs; however, the participants expressed feelings that generally, all African American women who have been diagnosed with BC should consider taking part in some kind of CT. Other findings were that these women showed strong racial identity, and were motivated to participate by the expectation of personal positive outcomes, monetary and non-monetary incentives, and a strong desire to help others. Citation Format: Katherine E Ridley-Merriweather. Motivation through relational communication: Examining the normative social behavior of African American women who participate in breast cancer clinical trials [abstract]. In: Proceedings of the Twelfth AACR Conference on the Science of Cancer Health Disparities in Racial/Ethnic Minorities and the Medically Underserved; 2019 Sep 20-23; San Francisco, CA. Philadelphia (PA): AACR; Cancer Epidemiol Biomarkers Prev 2020;29(6 Suppl_2):Abstract nr A037.

Editor's Choice: Deliberative and non-deliberative effects of descriptive and injunctive norms on cancer screening behaviors among African Americans

Objective: Two longitudinal studies examined whether effects of subjective norms on secondary cancer prevention behaviors were stronger and more likely to non-deliberative (i.e., partially independent of behavioral intentions) for African Americans (AAs) compared to European Americans (EAs), and whether the effects were moderated by racial identity. Design: Study 1 examined between-race differences in predictors of physician communication following receipt of notifications about breast density. Study 2 examined predictors of prostate cancer screening among AA men who had not been previously screened.Main Outcome Measures: Participants’ injunctive and descriptive normative perceptions; racial identity (Study 2); self-reported physician communication (Study 1) and PSA testing (Study 2) behaviors at follow up. Results: In Study 1, subjective norms were significantly associated with behaviors for AAs, but not for EAs. Moreover, there were significant non-deliberative effects of norms for AAs. In Study 2, there was further evidence of non-deliberative effects of subjective norms for AAs. Non-deliberative effects of descriptive norms were stronger for AAs who more strongly identified with their racial group. Conclusion: Subjective norms, effects of which are non-deliberative and heightened by racial identity, may be a uniquely robust predictor of secondary cancer prevention behaviors for AAs. Implications for targeted screening interventions are discussed.

Normative Influences on the Role of Prescription Medicine Misuse among College Students in the United States

ABSTRACTPrescription medicine misuse is a growing problem in college campuses across the US. The Center for Disease Control (CDC) recently declared that the problem has reached epidemic proportions and is leading to a significant loss of lives every day. Norms-based public health campaigns that have been used in the past to address substance abuse issues among college students have had mixed success rates. Using the theory of normative social behavior, this study argues that a lack of focus on relevant mediators and moderators could be responsible for the failure of previous norms-based campaigns. Specifically, we test and support the mediating influence of perceived outcome expectations and injunctive norms on the effect of descriptive norms on intentions to misuse prescription medicines. In addition, perceived self-efficacy and trait reactance moderated the role of descriptive norms on outcome variables. Theoretical and practical implications of the findings are discussed.

Contagious Corruption: Cross-Country Comparisons

We investigate how prescriptive and descriptive norms affect the development of corruption over time. In particular, we are interested in whether the extent of corruption converges. If it does, we study how the level at which it converges depends on the prescriptive norms in the environment in which it takes place and on the information individuals have about others’ corrupt choices, that is, on descriptive norms. In a laboratory experiment implemented in Italy, China and the Netherlands, a Gneezy-type corruption task is used, with a real-effort task. We use a Krupka-Weber elicitation method to obtain information about existing prescriptive norms with respect to corrupt behavior. To induce natural variation in descriptive norms, we vary the type of information about others’ choices. Our results show that corruption is highly contagious everywhere, that is, descriptive norms affect choices. Nevertheless, differences in the effects of descriptive norms are evident across countries. Prescriptive norms concerning bribers’ and judges’ behaviors are observed to differ across the considered subject pools. While in China and the Netherlands it is highly socially inappropriate to bribe and, if you are a decision maker, to treat unfavorably people with high efforts and low bribes, in Italy the norms are the opposite.

Determinants of electricity-saving behaviors after the Great East Japan Earthquake: The effects of descriptive norms

本研究では，北海道，東北，関東，中部，関西の5地域の大学生を対象とした質問紙調査により，東日本大震災後の節電行動の規定因を検討した。東日本大震災後には日本全国で電力供給量不足が深刻となり，節電の呼びかけが行われた。駅や公共施設などでは照明を暗くするなどの節電が行われた。先行研究では，周りの多くの他者がその行動を実行しているという記述的規範が環境配慮行動に影響を及ぼすことが指摘されている（e.g., Schultz, 1999）。本研究では，公共の場での節電を観察することが記述的規範として働いたのではないかという仮説を検討した。質問紙調査の有効回答数は計610名であった。分析の結果，公共施設等での節電の体験，他者の実行度認知共に個人の節電行動に有意な影響を及ぼすことが確認された。また，震災による価値観の変化，エネルギー問題の深刻性認知，計画停電の体験，地域の電力不足の認知も節電行動に有意な影響を及ぼしていた。災害後で電力供給力が逼迫しているという特殊な状況下においても記述的規範が節電行動に影響を及ぼすことが確認された。最後に公共の場で節電が個人の節電行動に及ぼす効果についての議論を行った。

Prediction of injunctive and descriptive norms for willingness to quit smoking: The mediating role of smoking risk perception

ABSTRACTAlthough social norms play an important role in smoking cessation, relatively little is known about the underlying mechanisms of influence of specific social norms on willingness to quit smoking. This study aimed to test the mediated role of smoking risk perception on the relationship between social norms (injunctive norms and descriptive norms) and willingness to quit smoking. A total of 340 smokers completed questionnaires about perceived descriptive norms and injunctive norms, smoking risk perception, and willingness to quit smoking and nicotine dependence. Mediation analysis shows that (1) descriptive norms, injunctive norms, and smoking risk perception were all predictors of the willingness to quit smoking and that (2) smoking risk perception completely mediated the predictive effect of injunctive norms on willingness to quit smoking and partially mediated the predictive effect of descriptive norms on willingness to quit smoking. Overall, these findings suggest that smoking risk perception is an important underlying internal mechanisms for explaining how descriptive norms and injunctive norms respectively influence smokers’ willingness to quit smoking.

The Effect of Descriptive Norms and Construal Level on Consumers' Sustainable Behaviors

With the assumption that the distinctive effect of provincial norms (versus general norms) derives from a spatial distance between the actors and reference groups, the present research examined whether the effect of two types of descriptive norms on consumers' sustainable behaviors can be moderated by construal-level messages. Both a laboratory (Study 1) and field experiment (Study 2) demonstrated that provincial norms (versus general norms) are more effective in encouraging consumers to participate in a sustainability campaign when paired with low-construal-level messages; but provincial norms are no longer superior to general norms when both norms are presented with high-construal-level messages. The findings collectively indicated that the congruence between types of descriptive norms and construal level messages leads to consumers' attitudinal and behavioral changes.

The Moderating Role of Close versus Distal Peer Injunctive Norms and Interdependent Self-Construal in the Effects of Descriptive Norms on College Drinking

ABSTRACTBased on the theory of normative social behavior (Rimal & Real, 2005), this study examined the effects of descriptive norms, close versus distal peer injunctive norms, and interdependent self-construal on college students’ intentions to consume alcohol. Results of a cross-sectional study conducted among U.S. college students (N = 581) found that descriptive norms, close, and distal peer injunctive norms had independent effects on college students’ intentions to consume alcohol. Furthermore, close peer injunctive norms moderated the effects of descriptive norms on college students’ intentions to consume alcohol and the interaction showed different patterns among students with a strong and weak interdependent self-construal. High levels of close peer injunctive norms weakened the relationship between descriptive norms and intentions to consume alcohol among students with a strong interdependent self-construal but strengthened the relationship between descriptive norms and intentions to consume alcohol among students with a weak interdependent self-construal. Implications of the findings for norms-based research and college drinking interventions are discussed.

Exploration of the Independent and Joint Influences of Social Norms and Drinking Motives on Korean College Students’ Alcohol Consumption

Understanding what types of social norms are more or less influential and how they operate with respect to other psychological variables can provide valuable insights into the design of effective social norm campaigns. To this end, this study explores the roles of two types of social norms (injunctive norms and descriptive norms) and two types of drinking motives (social motives and conformity motives) in collegiate drinking behavior in South Korea. A survey of Korean college students (N = 569) revealed significant positive effects of injunctive norms, descriptive norms, and social motives on students’ drinking frequency and quantity. Conformity motives were positively related to the frequency of drinking but negatively related to the quantity of drinking. Furthermore, the results revealed significant effects of the interactions between descriptive norms and social motives (on both the frequency and quantity of alcohol consumption), such that the positive effect of descriptive norms was more pronounced among individuals with stronger social motives. A similar pattern was observed in the interaction between injunctive norms and conformity motives (on frequency). Theoretical and practical implications of the findings for social norm campaigns seeking to curb drinking among college students are discussed.

The Effect of Descriptive Norms on Pregaming Frequency: Tests of Five Moderators

ABSTRACTBackground: Pregaming is highly prevalent on college campuses and associated with heightened levels of intoxication and risk of alcohol consequences. However, research examining the correlates of pregaming behavior is limited. Descriptive norms (i.e., perceptions about the prevalence or frequency of a behavior) are reliable and comparatively strong predictors of general drinking behavior, with recent evidence indicating that they are also associated with pregaming. Objectives: We tested the hypothesis that higher descriptive norms for pregaming frequency would be associated with personal pregaming frequency. We also tested whether this effect would be stronger in the context of several theory-based moderators: female gender, higher injunctive norms (i.e., perceptions of others' attitudes toward a particular behavior), a more positive attitude toward pregaming, a stronger sense of identification with the drinking habits of other students, and stronger social comparison tendencies. Methods: College student drinkers (N = 198, 63% female) participated in an online survey assessing frequency of pregaming, descriptive norms, and hypothesized moderators. Results: A multiple regression model revealed that higher descriptive norms, a more positive attitude toward pregaming, and stronger peer identification were significantly associated with greater pregaming frequency among drinkers. However, no moderators of the association between descriptive norms and pregaming frequency were observed. Conclusions/Importance: Descriptive norms are robust predictors of pregaming behavior, for both genders and across levels of several potential moderators. Future research seeking to understand pregaming behavior should consider descriptive norms, as well as personal attitudes and identification with student peers, as targets of interventions designed to reduce pregaming.

The Impacts of Moral Evaluations and Descriptive Norms on Children's and Adolescents’ Tolerance of Transgression

Tolerance of transgressions can influence the social cognitive and moral development of children and adolescents. Given the prevalent tolerance for bribery throughout the developing world and in China, the present research identified bribery as a serious transgression and investigated the various effects of moral evaluations and descriptive norms on transgression tolerance with increasing age. Thus, two studies examined these effects among primary, middle, and high school students ( N = 972, 10-, 13-, and 16-year-olds). In Study 1, students’ transgression tolerance was negatively influenced by moral evaluations, and no age trend emerged. However, students reported more transgression tolerance with age owing to their increasing understanding of descriptive norms. In Study 2, the descriptive norms were manipulated: individuals in the high descriptive norm condition showed greater transgression tolerance than those in the low descriptive norm condition. An increasing tolerance of transgressions was observed only for those in the high descriptive norm condition. The effect of descriptive norms was found to contribute to the transgression tolerance trend.

記述的規範と他者との相互作用が地震防災行動に及ぼす影響1）, 2）, 3）

記述的規範と他者との相互作用が地震防災行動に及ぼす影響1）, 2）, 3）

Blood, sweat, and the influence of others: The effect of descriptive norms on muscular endurance and task self-efficacy

ObjectivesThe primary purpose of this study was to examine the influence of descriptive norm information about others' performance on muscular endurance (plank hold). A secondary purpose was to examine whether descriptive norms could serve as a vicarious stimulus informing task self-efficacy. DesignUsing an experimental design, adults were randomly assigned to either a descriptive norm (DN; n = 34) or control (n = 34) condition. MethodsParticipants performed two maximum endurance planks separated by a rest period. Immediately after performing the first, all participants completed a task self-efficacy measure relating to the second plank. Following this, those in the DN condition received a verbal message stating that 80% of similar others held their second plank for longer than their first. Control received no message. Prior to performing the second plank, all participants completed the efficacy measure again. ResultsResults from two ANCOVAs revealed that those in the DN condition held their second planks for significantly longer (controlling for plank 1 time), F (1,65) = 17.99, p < .001, ηp2 = .22, and reported significantly higher task efficacy (controlling for pre-message task efficacy), F (1,65) = 35.08, p < .001, ηp2 = .35, than those in the control condition. ConclusionsResults extend previous research by relating descriptive norms to a new objective activity, while controlling for past behaviour, and by finding a causal relationship between descriptive norms and task self-efficacy for a muscular endurance task.