Social Norms Research Articles

What drives Chinese Generation Z’s purchase intentions for new Chinese style apparel? A study from a stimulus-organism-response perspective

PurposeThis study aims to understand how product attributes (object stimuli), social influences (social-psychological stimuli) and internal factors (internal stimuli) contribute to Chinese Generation Z’s purchase intentions (responses) for new Chinese style apparel (NCSA) through NCSA attitudes (cognitive state) and cultural pride (affective state) based on the stimulus-organism-response (S-O-R) model.Design/methodology/approachData were collected from 989 respondents aged between 18 and 29 years through self-administrated questionnaires via a professional survey panel, Credamo, in China. Data were analyzed using structural equation modeling.FindingsResults showed that among the seven stimuli, NCSA’s design, online social networking communities, cultural identity and personal norms significantly influenced Generation Z’s purchase intentions through both NCSA attitudes and cultural pride. Further, NCSA’s cultural connotations and celebrity influences elicited purchase intentions merely through the affective state – cultural pride. In contrast, NCSA’s functionality did not have a significant influence on NCSA attitudes and adversely affected cultural pride.Originality/valueThis study fills the research gap and extends the application of the S-O-R model within the NCSA context. The findings of this study shed light on the practical implications for marketers, brands and policymakers with regard to a better understanding of Chinese Generation Z’s NCSA consumption.

Enhancing productivity with custom GPTs to support curriculum development

At the Centre for Digital Transformation of Health, we develop a range of postgraduate and professional development courses designed to upskill the healthcare workforce in digital transformation. Our course development is informed by the ADDIE framework (Branch, 2009). During the design stage, we leverage the Understanding by Design (UbD) framework by Wiggins and McTighe (2005). UbD uses a backwards design process that starts with the outcomes in mind that constructively align with the assessment and learning activities. This process can be challenging for subject matter experts (SMEs) with little pedagogical training (Cho and Trent, 2005; Michael and Libarkin, 2016), particularly in designing topic-level learning outcomes using Bloom’s Taxonomy (Bloom et al., 1956); outlining key understandings, the big ideas and their practical applications (Wiggins & McTighe, 2005); and separating what learners should know from how that knowledge will be applied. Consequently, substantial hours are dedicated to 1:1 coaching sessions to ensure effective development of learning outcomes and content. Our driving research question is how can generative AI improve our efficiency of working with SMEs with little pedagogical knowledge? We therefore integrated ChatGPT into the curriculum design process (Conrad and Hall, 2024). However, instead of using a standard instance of ChatGPT that relies on effective prompt engineering by the user, we iteratively developed two custom GPTs (Bloomify and UnderstandMe), using OpenAI’s GPTbuilder. These GPTs constrain and customise ChatGPT’s output without requiring coding knowledge. The build process starts by explaining to the GPTbuilder what you would like your custom GPT to help with, followed by iterative prompting about specific functions, behaviours, and additional materials to constrain the GPT’s responses. Bloomify translates unrefined topic aims from SMEs into three bloomified learning outcomes across three Bloom’s levels for the SME to consider, iterate and improve upon. UnderstandMe uses the topic outcome created by Bloomify and helps the SME conceptualise the big ideas, key understandings, and the practical application of the knowledge they will learn in the topic. This approach keeps the SME at the centre of the process, rather than offloading the entire curriculum design process to ChatGPT, which was described by Conrad & Hall (2024). Early results of implementing the GPTs are promising. We observed a significant boost in efficiency, enabling us to complete twice as many UbD templates per hour of coaching. This suggests that GPTs could offer a substantial improvement in time efficiency and offer a simple way of reducing the cognitive burden of the backwards design process for SMEs and learning designers. These time savings are then reallocated to other aspects of the course development process providing the opportunity for richer collaboration between SME and learning designer. We have provided links to both GPTs, both of which are discipline-agnostic, to support the broader learning design and academic community through the backwards design process within their respective disciplines. Further evaluation of these tools will focus SME perspectives of using the GPT during collaborative course development and to investigate how these tools will influence the social norms of course design in the future.

The Influence of Social Media Marketing and Customer Experience on Consumer Purchase Intentions

In this study the impact of social media marketing and customer experience was investigated on consumer purchase intentions, using Mixue Ice Cream & Tea as a case study. Data were collected through an online survey of 501 Nanjing, China respondents who had purchased products from Mixue Ice Cream & Tea. Structural equation modeling was used for hypothesis testing. The findings revealed that social media marketing and customer experience significantly and positively influenced purchase intentions, with trust and brand awareness as key mediators. The results underscore the importance of innovative social media strategies and high-quality customer experiences in fostering trust and enhancing brand awareness. Practical implications include recommendations for enhancing social media engagement, customer service, and transparent business practices. Future research should expand geographically, incorporate additional variables, and explore emerging technologies. This study contributes to the literature by offering a comprehensive model of consumer behavior and actionable insights for the ready-to-drink tea industry.

The Effects of Culture Shock on The Cultural Adaptation of Overseas Students in Thailand at King Mongkut’s University

This paper aims to examine the phenomenon of culture shock experienced by international students studying in Thailand for their master’s degree and explore their strategies for adapting to Thai culture. This research employed a semi-structured interview with eight international students at King Mongkut’s University of Technology in Bangkok, Thailand. The participants completed the open-ended questionnaires and provided responses via a Google Docs link. The writer will use Kalervo Oberg's four stages of culture shock to better understand culture shock and the adaptation process of overseas students studying in Thailand. The research illustrates the causes behind international students' desire to pursue educational institutions in Thailand and their experiences with culture shock across the four stages, along with their adaptation process. The findings suggest that overseas students suffer from culture shock in relation to their surroundings, language, cultural norms, and academic areas.

Visual Art Representation and Social Attitudes Towards Transgender Individuals in Pakistan: Exploring Queer Theory, Personal Narratives, and Societal Change

This research paper investigates the intricate interplay between visual art representation, social attitudes, and the experiences of transgender individuals within the Pakistani context. By integrating the frameworks of queer theory, personal narratives, and the recent enactment of the transgender bill, this study aims to contribute to the creation of a more inclusive and supportive society for transgender individuals in Pakistan. The paper begins by providing a comprehensive understanding of key terms such as LGBT, transgender, and gay, clarifying their distinct meanings to avoid misconceptions. It then introduces the theoretical lens of queer theory, which offers critical insights into challenging societal norms and perceptions regarding gender and sexuality. Through an in-depth case study of a college friend who underwent a gender transition and now identifies as a woman, the researcher engages in meaningful dialogue to gain a profound understanding of her personal experiences, challenges, and transformative journey. This exploration sheds light on the emotional disorientation and internal conflicts often encountered when interacting with individuals who have undergone gender transitions, emphasizing the need for empathy and understanding in fostering meaningful connections. Furthermore, the research delves into the realm of visual art practices among transgender individuals in Pakistan, analyzing the artistic expressions of transgender artists and those who explore transgender themes. By examining the transformative power of visual art to raise awareness, promote empathy, and challenge stereotypes, the study highlights the potential of art as a catalyst for social change and acceptance. In addition, the paper addresses the broader societal implications and attitudes towards transgender individuals in Pakistani society, particularly in the context of the transgender bill. It underscores the urgency for progress in terms of ensuring equal treatment, inclusivity, and acceptance, aiming to dismantle discriminatory practices and foster an environment that embraces diversity. Overall, this research contributes to the ongoing discourse on transgender rights and social attitudes in Pakistan. By amplifying personal narratives, employing queer theory as an analytical framework, and recognizing the transformative potential of visual art, this study advocates for the dignified treatment and facilitation of transgender individuals as valued members of society with respect and equality.

Cinema as a Catalyst for Change: How Indian Film Transforms Traditional Gender Roles and Reflects Evolving Indian Societal Norms

Cinema as a Catalyst for Change: How Indian Film Transforms Traditional Gender Roles and Reflects Evolving Indian Societal Norms

Considering masculinities at forest fires: the case of the 2021 Muğla forest fires in Turkey

ABSTRACT This article investigates emerging masculinities in Turkey’s massive Muğla forest fires of 2021 and their aftermath. The findings are based on a multi-stage qualitative field study: the disaster research was conducted in Köyceğiz and Marmaris in 2021, as well as social media research and personal observations during the fires, followed by follow-up research in 2022. Following Pacholok (2013). I argue that in the unique time and terrain frame of disaster, masculinities are contested and realized. In relation to disaster and environment, four main local constructions of masculinities are observed during the fires. They are (1) the villagers who embody traditional rural masculinities, (2) the firefighters who represent working-class masculinities based on arduous physical labour without heroism, (3) the forest officers and engineers who represent masculinities with refined state-centred engineering male rationality that aim for men’s domination over nature, and (4) the celebrities and volunteers that comprise the urbanites who represent possibilities for alternative ecomasculinities with subtle gender egalitarianism. They present particular constructions of masculinities that reveal local societal norms and expectations and the gender relations that emerged as a result of the crisis environment caused by forest fires.

Australian primary school teachers’ responses to students with same-sex/gender parents

ABSTRACT As part of their everyday experiences in schools, primary school teachers will engage with same-sex/gender parents. This study seeks to explore Australian primary school teachers’ experiences in which they have engaged same-sex/gender parents and the ways in which they have responded. Concepts of childhood innocence, hetero-cis-normativity and visibility/invisibility can reproduce cultural norms of ‘mum and dad’ families, but in the real world there is great variation in family make-ups including same-sex/gender parents. Teachers’ decisions about how to respond to same-sex/gender parents vary depending on personal, institutional and/or cultural beliefs and practices. We argue that teachers and schools need time, resources, and support to a) unlearn social norms about ‘family’ and b) to create practices that are socially just for children and their same-sex/gender parents. All children and families should be recognised in education policy and practice.

Ethical Dilemmas and Their Impact on Accountability in Local Governments: A Study of the Greater Kigezi Sub-Region in Uganda

This study examines the impact of ethical dilemmas on accountability in local governments within the Greater Kigezi sub-region of Uganda comprising of Kabale, Kanungu, Kisoro, Rubanda and Rukiga local governments and therefore, sufficient enough to represent and enable generalization of findings to other local governments in the country. Over the past few decades, public sector reforms have sought to enhance transparency, efficiency, and service delivery. Despite these efforts, Uganda continues to face challenges in maintaining strong accountability systems, particularly at the local government level. Ethical dilemmas—stemming from conflicts of interest, political pressure, resource constraints, and cultural norms—undermine accountability and transparency, leading to corruption and diminished public trust. The study investigates these dynamics by exploring how ethical challenges affect governance in local governments through the aid of questionnaires and interviews with stakeholders drawn from the local governments and opinion leaders who represent the voices of the grassroots. Focusing on the Greater Kigezi sub-region, the research highlights widespread governance issues such as nepotism, political interference, and weak institutional oversight. Findings reveal that ethical dilemmas hinder public sector performance by compromising decision-making and oversight processes. To address these challenges, the study suggests enhancing ethical training, strengthening oversight institutions, fostering civic engagement, and developing clearer policies on ethics and accountability. By implementing these policy reforms, stakeholders can create more transparent and accountable local governance systems that better serve community needs

Effective practice of innovative leadership with constant changes in social and cultural norms in China

ABSTRACT Maintaining competitiveness is crucial for firms to survive with increasing global competition. One of the key elements for maintaining competitiveness is the development of innovative leadership. The dynamic business operations of firms require leadership capabilities in general, and innovative leadership capabilities in particular, for achieving long-term survivability. This research adopts a holistic approach to investigate multiple factors that influence firm innovation through the effective practice of innovative leadership with constant changes in social and cultural norms in China. We have based our research on observations of three case studies in China and in-depth interviews conducted with key informants. This study contributes to redefining innovative leaders and innovative leadership. We illustrate the contextual factors that influence the adoption and practices of innovative leadership. We also identify crucial aspects of the quality of leaders and the engagement between leaders and subordinates that determine the outcomes of implementing innovative leadership. These aspects influence firms’ innovative capabilities and the effective practice of innovative leadership in the transitional economy of contemporary China.

Recycling Behavior amid Disruptions

This study highlights key variables affecting Lebanese recycling behavior while revealing the mediation role of intention, and the moderation role that government and appropriate infrastructure might play in encouraging eco-friendly behaviors. Quantitative data collected from 317 respondents were analyzed with the structural equation modeling, using SPSS/AMOS. Findings reveal that attitude, social norms, and awareness affect behavior directly and indirectly through intention, leading to active recycling behaviors, thus highlighting the intention’s partial mediation role. This is not the case for perceived behavioral control. The moderators’ roles are also found insignificant on the intentions/behaviors relationship. Since findings did not fully support the theory of planned behavior adopted for recycling behaviors, the theory’s validation seems to be contingent on the context in which it is being tested, especially in a developing, financially collapsed country. Findings imply that the waste management market should be liberalized, anytime trust in a corrupted government is lost.

Exploring how to widen the acceptability of public health interventions: a systematic review protocol

IntroductionHealth interventions that require significant change to individual lifestyles or social norms can pose a challenge for widespread public acceptability and uptake. At the same time, over the last two...

Sports News Media and Coming Out of Lesbian Athletes: Perspective from Non-Western News Outlets

ABSTRACT In May 2019, Dutee Chand became the first Indian athlete to publicly come out as a lesbian while still actively competing. This study conducts a textual analysis of the Indian news media’s coverage of Chand’s announcement, focusing on three major English-language dailies: The Hindustan Times, The Hindu, and The Times of India. As one of the first studies to explore the Indian media’s response to Chand’s coming out, it sheds light on how lesbian athletes are portrayed in non-Western sports media, this one specifically within the Indian context. Chand's public embrace of her sexuality, in a cultural environment often hostile to LGBTQIA+ identities, has broader implications for understanding the media representation of sexual minorities in sports. The findings reveal that Indian news outlets depicted Chand as a rebellious figure but balanced their coverage by supporting her stance and conforming to prevailing social and cultural norms that resist public expressions of non-heteronormative sexualities.

Representation of The American Value in Elemental (2023) Film

The 2023 animated film Elemental is more than just a bright depiction of Elemental characters living in a fantasy world; it also represents deeply ingrained American values, particularly those that have shaped contemporary American culture. This article examines how Elemental's characters and narrative structure reflect Robert Kohls' key beliefs of individuality, personal success, and equality of opportunity. This research illuminates how American principles are reflected, both overtly and implicitly, in modern animation by closely examining the film's themes, character development, and symbolic components. The analytical approach combines literary analysis and cultural contextualization to highlight how Elemental not only entertains but also serves as a reflection of American society norms. This study emphasizes the significance of examining media to find the underlying principles that shape cultural products, demonstrating how popular culture can serve as a lens for better understanding society norms and standards.

Structural Equation Approach to Modeling Social Norms in Women’s Education: A Case Study of India

Structural Equation Approach to Modeling Social Norms in Women’s Education: A Case Study of India

Auto-Ethnography, Action Research and Reflections on Home, Resistance and Survival

ABSTRACT Marginalised, minoritised, sexualised and racialised individuals often find themselves in positions where they are victimised, brutalised, demoralised and expected to justify their very existence. Global scholars have employed qualitative, ethnographic, anti-racist and feminist research approaches that focus on acknowledging and removing, not rearranging, unequal and violently oppressive social norms and cultural traditions. Many, whose works are shared here, have demonstrated that it is possible to debunk oppressive stereotypes in opposition to various forms of repression and oppression. This debunking makes space for addressing (through policy and law) the everyday brutal, supremacist, patriarchal, misogynistic practices (such as the accounts of gender based violence and femicide that I share). The aim here is to present auto-ethnography, action research and reflection as part of a body of work that embraces the need, and right, to make public the oftentimes demeaning and violent personal and professional experiences that have been accommodated and normalised within institutions claiming to be nurturing, democratic and adhering to principles of social justice and equity at local, national and global levels.

Unravelling the complexity of suicidality: a network analysis of theory-driven and culturally relevant suicide risk factors in a country with high suicide rates

Purpose This study aimed to explore whether individual theory-based constructs are sufficient in explaining suicidality in a culture marked by high suicide rates and whether, if any, culturally relevant factors need to be considered additionally. Methods The study used a community sample of 1873 Lithuanian adults (age M = 43.61 SD = 16.96, 69.1% female). A survey using online and pen-and-paper formats was conducted, measuring suicidality, the main constructs from two predominant theories of suicide (thwarted belongingness, perceived burdensomeness, acquired capability for suicide, and defeat and entrapment), and culturally relevant factors (gender role expectations, attitudes towards help-seeking, perfectionism, negative social comparisons, alcohol use, child-parent relationships and childhood experiences). Network analysis method was used in the analysis. Results From the key factors identified in the two theories perceived burdensomeness had stronger links with self-perceived risk for suicide compared to thwarted belongingness and entrapment. Acquired capability to suicide had no direct links with other factors in the network apart from a weak link with history of suicidal behavior. In the network some of the culturally relevant variables (reasons for alcohol use, experience of sexual abuse, emotional neglect, and cultural norms representing restricted emotionality and attitudes towards psychological help) had direct relationships with suicidality, not only via key theory based factors. Conclusions The results suggest the need to consider cultural context when applying universal suicide theories.

Daily pro-environment behavior in a Pakistani sample: Self and collective efficacy, individual and social norms and environmental concerns

The aim of this study was to analyze the perceived self and collective efficacy, individual and social norms and feelings related to environmental health concern among a sample of Pakistanis who are (or are not) engage in pro- environment behaviors in their daily lives. An ad hoc questionnaire with scales on pro-environmental behavior, self and collective efficacy, individual and social norms, and environmental health concerns was administered to adults in Lahore, Pakistan, and 833 respondents (62% males and 38% females) responded. Analysis of our research data shows that among those who engaged in daily pro-environmental behaviors, perceptions of individual and social norms and individual and collective efficacy were positively associated with concern for the environment and health. This study offers some interesting ideas that could be useful in developing federal, regional, local and community policies to promote daily pro-environmental behaviors. For example, in addition to advocating for environmental health and reducing one’s ecological footprint, social communication could explain that caring about environmental health (and thus adopting daily pro-environmental behaviors) is a way to manage one’s mental health. In this way, circular behavior is encouraged, which not only benefits the environment and the community, but also brings personal benefits.

Demographics, social norms, entrepreneurial self-efficacy and entrepreneurial intention: a social cognitive perspective on secondary students

PurposeFramed by social cognition theory, this study examines the impact of environmental factors (e.g. social norms) on students’ entrepreneurial self-efficacy (ES) and entrepreneurial intention (EI).Design/methodology/approachWe obtained responses to a survey from 811 senior secondary students in Hong Kong. We then employed structural equation modeling (SEM) to test the proposed hypothesis. We removed non-significant parameters in testing the model and obtained the final SEM.FindingsAmong these students, those who were male or spoke English at home showed stronger social norms of entrepreneurship and greater entrepreneurial SE, which was linked to greater EI. Among students perceiving stronger social norms of entrepreneurship, those who lived in private housing or spoke English at school showed greater entrepreneurial intention.Originality/valueThe study provides a new social cognitive perspective for examining EI that emphasizes learning and development through the interaction of environmental and cognitive factors. It supplements previous research by demonstrating the significant influence of social norms and the conditional role of parental influence, adding complexity to our understanding of how these factors' interplay.

Unpacking norms shaping disclosure of intrafamilial child sexual abuse

Cultural norms and beliefs that negatively sanction discussions about child sexual abuse (CSA) behaviours remain significant barriers to victim disclosure and prevention in Ghana, particularly in cases of intrafamilial child sexual abuse (IFCSA). These cultural norms could influence how survivors of IFCSA interpret the abuse and cope with associated trauma. We explored the life stories of four IFCSA survivors in Ghana through a biographical narrative interview, and the findings highlighted cases of gender dynamics, rationalisation of IFCSA, and challenging family practices. The findings highlight multiple cultural norms that underlie IFCSA cases, including taboos on disclosure of IFCSA, gender norms regarding male victims, and the importance of “face-saving” and safeguarding family image. Implications for practice are discussed.