Injunctive Social Norms Research Articles

The Effects of Media Encouragements on Coronavirus Vaccination Decision and Public Interest in Traveling Abroad

A lack of knowledge exists about individuals’ vaccination decisions and their relation to their tourism behaviors. In this regard, this study examines the willingness of international travelers to take a COVID-19 vaccine prior to traveling. A quantitative research design with a survey method and the ordinary least square (OLS) multiple regression analysis was used to test the hypotheses. The media encouragement positively affected the travelers’ attitude toward the behavior and their injunctive social norm, whereas the travelers’ attitude toward the behavior and injunctive social norm positively affected their COVID-19 vaccination intention. The regression results also proved the mediating effect of both attitudes toward the behavior and injunctive social norm in the relationship between media encouragement and COVID-19 vaccination intention. This research successfully provided evidence regarding the role of media encouragement in travelers’ willingness to take the COVID-19 vaccination.

Barriers to and Facilitators of COVID-19 Prevention Behaviors Among North Carolina Residents.

COVID-19 was the third leading cause of death in the United States in 2020. Prior to the wide dissemination of SARS-CoV-2 vaccines, individual prevention behaviors, such as wearing face masks, have been the primary non-pharmaceutical interventions to reduce infections. We surveyed 404 North Carolina residents recruited through Amazon MTurk in July 2020 to assess adherence to key prevention behaviors (6-foot distancing, mask wearing, and gathering limits) and barriers to and facilitators of adherence. Participants reported past 7-day prevention behaviors and behavioral barriers and facilitators informed by the Integrated Behavior Model and the Health Belief Model (perceived risk, perceived severity, behavioral attitudes, injunctive and descriptive norms, and personal agency). Reported adherence to each behavior in the past 7 days was generally high, with lower adherence to 6-foot distancing and mask wearing in the work context. The most commonly endorsed barriers to 6-foot distancing included physical impediments, forgetting, and unfavorable descriptive norms. For mask wearing, ability to keep a distance, discomfort/inconvenience, and forgetting were most commonly endorsed. In logistic regression models, injunctive social norms followed by perceived personal agency were the strongest independent correlates of 6-foot distancing. Behavioral attitudes and injunctive social norms were independently associated with mask wearing. For gathering size limit adherence, perceived personal agency was the strongest independent predictor followed by perceived severity of COVID-19. Messaging campaigns targeting these barriers and facilitators should be tested. Interventions improving the convenience and salience of physical distancing and mask wearing in high-density public places and places of work may also promote prevention behaviors.

Using the Extended Acceptance Model to Understand Continuance Intention of Dockless Bike-Sharing.

Despite the fact that dockless bike-sharing (DBS) usage first experienced explosive growth, its continuous usage rate remains low. The ultimate success of a DBS service is more dependent on its continued usage rather than its initial adoption. Following the extended technology acceptance model (TAM), this study aims to explore factors that influence the continuance intention of DBS users. The framework of research was validated using a sample of 369 DBS users in China. The results show that perceived usefulness and perceived ease of use positively influence a user’s intention to continue using DBS. Both descriptive social norms and injunctive social norms are positively related to the continuance intention of DBS users. Moreover, environmental concern significantly affects the continuance intention of a user indirectly via perceived usefulness and perceived ease of use. Furthermore, the extended TAM has stronger prediction ability than the original TAM in the context of DBS services.

Injunctive vs. descriptive social norms and reference group dependence

We experimentally study role and reference group dependence in the elicitation of injunctive and descriptive social norms. Using mini-dictator games that are designed to reveal distributive motives, we vary whether dictators and recipients either separately or jointly coordinate on social norms. While elicited norms are stable in most constellations, we identify dictators to shift injunctive norms in a direction consistent with self-serving allocation outcomes when coordinating only among themselves. Eliciting beliefs about coordination outcomes shows that participants overestimate the divergences, as they expect them to be prevalent in all treatments and for both roles. Finally, we find descriptive social norms to correlate more strongly with dictator's allocation choices than injunctive norms.

The role of perceived social norms in college student vaccine hesitancy: Implications for COVID-19 prevention strategies

Among US adults, the highest rates of hesitancy to receive the COVID-19 vaccine are among young adults aged 18 to 25. Vaccine hesitancy is particularly concerning among young adults in college, where social interactions on densely populated campuses can lead to substantial community spread. Given that many colleges have opted not to mandate vaccines, identification of modifiable predictors of vaccine hesitancy – such as perceived social norms – is key to informing interventions to promote vaccine uptake. To address this need, we examined predictors of and explicit reasons for vaccine hesitancy among 989 students aged 18 to 25 recruited from four geographically diverse US universities in the spring of 2021. At the time of the survey, 57.3% had been vaccinated, 13.7% intended to be vaccinated as soon as possible, and 29.0% were vaccine hesitant. Common reasons for hesitancy were wanting to see how it affected others first (75.2%), not believing it was necessary (30.0%), and other reasons (17.4%), which were examined via content analysis and revealed prominent safety concerns. Despite these varied explicit reasons, logistic regressions revealed that, when controlling for demographics and pandemic-related experiences, perceived descriptive and injunctive social norms for vaccine uptake were each significant predictors of vaccine hesitancy (ORs = 0.35 and 0.78, respectively). When both norms were entered into the same model, only perceived descriptive norms uniquely predicted vaccine hesitancy (OR = 0.37; 95% CI: 0.29 – 0.46). Findings suggest perceived social norms are strongly associated with vaccine-related behavior among young adult college students. Correcting normative misperceptions may be a promising approach to increase vaccine uptake and slow the spread of COVID-19 among young adults.

Determinants of the acceptance and adoption of a digital contact tracing tool during the COVID-19 pandemic in Singapore.

The motivations that govern the adoption of digital contact tracing (DCT) tools are complex and not well understood. Hence, we assessed the factors influencing the acceptance and adoption of Singapore's national DCT tool - TraceTogether - during the COVID-19 pandemic. We surveyed 3943 visitors of Tan Tock Seng Hospital from July 2020 to February 2021 and stratified the analyses into three cohorts. Each cohort was stratified based on the time when significant policy interventions were introduced to increase the adoption of TraceTogether. Binary logistic regression was preceded by principal components analysis to reduce the Likert items. Respondents who 'perceived TraceTogether as useful and necessary' had higher likelihood of accepting it but those with 'Concerns about personal data collected by TraceTogether' had lower likelihood of accepting and adopting the tool. The injunctive and descriptive social norms were also positively associated with both the acceptance and adoption of the tool. Liberal individualism was mixed in the population and negatively associated with the acceptance and adoption of TraceTogether. Policy measures to increase the uptake of a national DCT bridged the digital divide and accelerated its adoption. However, good public communications are crucial to address the barriers of acceptance to improve voluntary uptake widespread adoption.

Learning from the COVID-19 pandemic to combat climate change: comparing drivers of individual action in global crises

The COVID-19 pandemic and climate change are two global crises that require collective action. Yet, the inertia typically associated with behavior change to limit climate change stands in contrast to the speed associated with behavior change to stop the spread of COVID-19. Identifying the roots of these differences can help us stimulate climate-friendly behaviors. We assessed the extent to which a number of theory-based drivers underlie behaviors aiming to counter COVID-19 and climate change with an online survey (N = 534). We focused on the role of a number of drivers derived from prominent behavior change theories and meta-analyses in the field, namely, personal threat, threat to close others, threat to vulnerable others, fear, participative efficacy, injunctive and descriptive social norms, and governmental policy perceptions. We investigated (1) what drivers people perceived as most important to engage in behaviors that limit the spread of the COVID-19 pandemic and climate change and (2) the strength of the associations between these drivers and engaging in behaviors that limit the spread of the pandemic and climate change. Results highlight three key drivers for climate change action: changing perceptions of governmental policy and perceptions of threat to close others and priming participative efficacy beliefs.

Association between descriptive and injunctive norms and students' intentions to seek support from mental health services

AbstractObjectivesThis study explores the factors involved in the intention to seek support from mental health services among students, emphasising the role of subjective norms in this process.MethodsFactors involved in students’ intentions to seek support from mental health services were explored using regression analysis, based on survey data from 1,494 Russian students (from high schools, vocational schools and universities). Independent variables included perceived injunctive and descriptive norms towards mental health help‐seeking, previous experience of utilising mental health services and mental health symptoms.FindingsLess than a quarter of students had the intention to seek psychological help in case of distress. Just half of the students felt that others would support them in seeking psychological help (injunctive social norms), although only 10% believed their peers would seek help when needed (descriptive norms). Only injunctive, but not descriptive, social norms were associated with the intention to seek help. Experience of visiting a psychologist (only in the case of self‐referral) was another important predictor of intention to seek help. Male students and those who considered their mental health to be bad or perfect showed less intention to seek help.ConclusionProvision of mental health services for students should be accompanied by interventions aimed at establishing positive attitudes towards mental health‐seeking among the general population, particularly those whose opinion is important for students. A gender‐specific approach should be introduced in delivering and promoting mental health care since male students are more hesitant to accept care and might face strong negative feedback from their social environment when doing so.

Exploring the behavioral determinants of COVID-19 vaccine acceptance among an urban population in Bangladesh: Implications for behavior change interventions.

While vaccines ensure individual protection against COVID-19 infection, delay in receipt or refusal of vaccines will have both individual and community impacts. The behavioral factors of vaccine hesitancy or refusal are a crucial dimension that need to be understood in order to design appropriate interventions. The aim of this study was to explore the behavioral determinants of COVID-19 vaccine acceptance and to provide recommendations to increase the acceptance and uptake of COVID-19 vaccines in Bangladesh. We employed a Barrier Analysis (BA) approach to examine twelve potential behavioral determinants (drawn from the Health Belief Model [HBM] and Theory of Reasoned Action [TRA]) of intended vaccine acceptance. We conducted 45 interviews with those who intended to take the vaccine (Acceptors) and another 45 interviews with those who did not have that intention (Non-acceptors). We performed data analysis to find statistically significant differences and to identify which beliefs were most highly associated with acceptance and non-acceptance with COVID-19 vaccines. The behavioral determinants associated with COVID-19 vaccine acceptance in Dhaka included perceived social norms, perceived safety of COVID-19 vaccines and trust in them, perceived risk/susceptibility, perceived self-efficacy, perceived positive and negative consequences, perceived action efficacy, perceived severity of COVID-19, access, and perceived divine will. In line with the HBM, beliefs about the disease itself were highly predictive of vaccine acceptance, and some of the strongest statistically-significant (p<0.001) predictors of vaccine acceptance in this population are beliefs around both injunctive and descriptive social norms. Specifically, Acceptors were 3.2 times more likely to say they would be very likely to get a COVID-19 vaccine if a doctor or nurse recommended it, twice as likely to say that most people they know will get a vaccine, and 1.3 times more likely to say that most close family and friends will get a vaccine. The perceived safety of vaccines was found to be important since Non-acceptors were 1.8 times more likely to say that COVID-19 vaccines are "not safe at all". Beliefs about one's risk of getting COVID-19 disease and the severity of it were predictive of being a vaccine acceptor: Acceptors were 1.4 times more likely to say that it was very likely that someone in their household would get COVID-19, 1.3 times more likely to say that they were very concerned about getting COVID-19, and 1.3 times more likely to say that it would be very serious if someone in their household contracted COVID-19. Other responses of Acceptors on what makes immunization easier may be helpful in programming to boost acceptance, such as providing vaccination through government health facilities, schools, and kiosks, and having vaccinators maintain proper COVID-19 health and safety protocols. An effective behavior change strategy for COVID-19 vaccines uptake will need to address multiple beliefs and behavioral determinants, reducing barriers and leveraging enablers identified in this study. National plans for promoting COVID-19 vaccination should address the barriers, enablers, and behavioral determinants found in this study in order to maximize the impact on COVID-19 vaccination acceptance.

Implementing Injunctive Social Norms Using Defeasible Reasoning

Believability requires video game characters to consider their actions within the context of social norms. Social norms involve a broad range of behavioral defaults, obligations, and injunctions unrelated to strictly causal reasoning. Defeasible reasoning involves rationally compelling but deductively invalid arguments, such as reasoning with rules that allow exceptions. This paper investigates having video game characters use defeasible reasoning to consider injunctive social norms when selecting and planning actions.

A vignette-based approach to understanding social norms around family planning in three Nigerian cities

ABSTRACT Understanding the mechanisms through which social norms shape contraceptive use can help prevent unintended pregnancies in low-income countries. The Nigerian Urban Reproductive Health Initiative (NURHI) aimed to increase contraceptive uptake through advocacy, service delivery, and demand generation. Using data from focus group discussions, we examined whether social norms around family planning (FP), and specifically use of modern contraception (MC), varied among women and girls of reproductive age exposed to varying levels of the programme in three Nigerian cities. Injunctive social norms were generally unfavourable of unmarried adolescent girls’ use of MC, though participants often shared exceptions for certain types of adolescents whose use of MC would be acceptable. There was greater acceptability for MC use by women who wanted to space or limit pregnancies. Participants reported that norms around FP and MC use have become more accepting in their communities over time. Normative differences between cities were identified. Participants’ perceptions of religious leaders’ support for FP use may have contributed to positively influencing social norms.

Examining social norms among other motives for sustainable food choice: The promise of descriptive norms

This study examines the relative importance of social norms among other motives in driving sustainable food choice. It distinguishes between injunctive and descriptive social norms, as well as between reported actual choice and intended future choice. The study uses binary logistic regression models and survey data (N = 348) from five workplace restaurants in Helsinki, Finland where a novel, local and environmentally friendly dish, roach fish patties, was being launched. Workplace restaurants account for a significant share of food consumption in Finland and are a relevant context for investigating the impact of social norms as the food choice is highly observable. The study reveals that perceived descriptive norms are significantly associated with both actual and intended food choice while perceived injunctive social norms are not related to either. It also finds that in the case of actual choice, the impact of perceived descriptive norms is weaker compared to that of other motives, such as habit, visual appeal, value for money, and ability to satiate hunger. In the case of intended choice, only taste has a stronger impact than the descriptive norm. Further, the analysis situates the motives for food choice in the larger theoretical discussion of System 1 and 2 decision processes and of the impact of visceral factors on food choice, and finds that visceral-factor-related motives have a stronger impact on actual choice than on intended choice. The study shows how the role of social norms in sustainable food choice is more nuanced than presented in previous literature. It concludes that there can be scope for steering food choice towards greater sustainability through a skilled mobilization of descriptive norms.

Challenging the Status Quo through Social Influence: Changes in Sustainable Consumption through the Influence of Social Networks

This study examines the influence of social network members (versus strangers) on sustainable food consumption choices to investigate how social influence can challenge the status quo in unsustainable consumption practices. We hypothesized that changes to individual consumption practices could be achieved by revealing ‘invisible’ descriptive and injunctive social norms. We further hypothesized that it matters who reveals these norms, meaning that social network members expressing their norms will have a stronger influence on other’s consumption choices than if these norms are expressed by strangers. We tested these hypotheses in a field experiment (N = 134), where participants discussed previous sustainable food consumption (revealing descriptive norms) and its importance (revealing injunctive norms) with either a stranger or social network member. We measured actual sustainable food consumption through the extent to which participants chose organic over non-organic consumables during the debrief. Findings showed that revealed injunctive norms significantly influenced food consumption, more so than revealed descriptive norms. We also found that this influence was stronger for social network members compared to strangers. Implications and further research directions in relation to how social networks can be used to evoke sustainable social change are discussed.

Social norms, social identities and the COVID-19 pandemic: Theory and recommendations.

Sustained mass behaviour change is needed to tackle the COVID‐19 pandemic, but many of the required changes run contrary to existing social norms (e.g., physical closeness with in‐group members). This paper explains how social norms and social identities are critical to explaining and changing public behaviour. Recommendations are presented for how to harness these social processes to maximise adherence to COVID‐19 public health guidance. Specifically, we recommend that public health messages clearly define who the target group is, are framed as identity‐affirming rather than identity‐contradictory, include complementary injunctive and descriptive social norm information, are delivered by in‐group members and that support is provided to enable the public to perform the requested behaviours.

Festival travellers’ pro-social and protective behaviours against COVID-19 in the time of pandemic

ABSTRACT With the uncertain pandemic situation on a global scale, pro-social and sustainable tourism performance has been continuously valued and called for. Undoubtedly, the sustainable festival tourism tactics and formation of festival tourists’ personal norms and pro-social intentions urgently need to be investigated. This study has verified the intricate relations where problem awareness of COVID-19, ascription of responsibility, positive and negative anticipated feelings, descriptive and injunctive social norms and a sense of obligation to take pro-social behaviours efficiently affect travellers’ pro-social intentions for mask-wearing, social-distancing and sanitation activities. Moreover, psychological risk perception of COVD-19 and gender as the significant moderators ably broadened the proposed theoretic framework. This research not only enriched the current COVID-19 tourism literature and contributed valuable research direction of pro-social festival tourism from the theoretical perspective, but also provided practical suggestions for promoting the sustainable and pro-social tourism performance.

Are Professionals Rationals? How Organizations and Households Make E-Car Investments

This study attempts to identify the main drivers for e-car investments in households and organizations. We questioned 227 decision makers in households currently considering car purchases, and 101 decision makers in small businesses. The businesses were private care services, because their driving profiles widely fit the capabilities of modern e-cars. The main investment drivers were compared in an integrated action model involving elements of the theory of planned behavior and the norm-activation model, i.e., investment intentions, attitudes, personal (ecological) and social norms, and perceived behavioral control. For each group, different models were calculated in order to investigate the relevance of different types of social norms within the decision process, i.e., injunctive or descriptive norms. As expected, the household and organizational decisions were found to be based on different key factors: the decision makers in households mostly considered personal and descriptive social norms; the organizational decisions were mostly grounded in attitudes and injunctive social norms concerning staff expectations. The results suggest the need for tailored policy measures for each target group.

Farmers Follow the Herd: A Theoretical Model on Social Norms and Payments for Environmental Services

The economic literature on Payments for Environmental Services (PES) has studied extensively the behavioural factors that prevent farmers from signing PES contracts, even when the payments exceed the expected opportunity costs. This article provides a theoretical model of the role played by the interplay of descriptive and injunctive social norms in farmers’ decisions. When they choose to contribute voluntarily to an environmental public good, farmers may be driven by descriptive norms akin to conformity (do as the majority of their peers) as well as by injunctive norms (in line with what society expects them to do), which are the equivalent of a social injunction to act in favour of the environment. The interactions between these two social norms can yield multiple equilibria, depending on the relative weight of the descriptive norm (sensitivity to conformism) and of the injunctive norm (sensitivity to moral pressure) in the utility functions of farmers. More generally, our model can explain why social groups are sometimes trapped in low public-good-contribution equilibria, even when public subsidies to contributors are high. We make policy recommendations to help reach higher contribution equilibria, with a specific focus on the farm policy context.

Understanding the effectiveness of social influence appeals in charitable giving: the roles of affinity with the cause, and past giving behavior

ABSTRACT Nonprofit organizations today face the challenges in terms of not only attracting the largest number of donors, but also developing effective strategies capable of targeting the right audience. To do so, social fundraising campaigns increasingly rely on social influence to motivate individuals to donate. This study aims to analyze the impact of social influence by using descriptive and injunctive social norms on the intention to donate, considering also the central roles that two personal characteristics – i.e., affinity with the social cause and past giving behavior – can play as moderators. The study findings enable us to provide both theoretical and practical implications.

The Effectiveness of Social Norms in Fighting Fake News on Social Media

ABSTRACT Fake news poses a substantial threat to society, with serious negative consequences. Therefore, we investigate how people can be encouraged to report fake news and support social media platform providers in their actions against misinformation. Based on social psychology, we hypothesize that social norms encourage social media users to report fake news. In two experiments, we present participants a news feed which contains multiple real and fake news stories while at the same time exposing them to injunctive and descriptive social norm messages. Injunctive social norms describe what behavior most people approve or disapprove. Descriptive social norms refer to what other people do in certain situations. The results reveal, among other things, that highlighting the socially desired behavior of reporting fake news using an injunctive social norm leads to higher reporting rates for fake news. In contrast, descriptive social norms do not have such an effect. Additionally, we observe that the combined application of injunctive and descriptive social norms results in the most substantial reporting behavior improvement. Thus, social norms are a promising socio-technical remedy against fake news.

Explaining the use of online agricultural decision support tools with weather or climate information in the Midwestern United States

Agricultural decision support tools (DSTs) with weather or climate information can provide useful information to help stakeholders make operational farming decisions and adapt to increasingly variable weather or climate in the context of climate change. However, many of these DSTs are still not fully utilized. Understanding the use of DSTs can help identify strategies to promote their usage to more end-users. This study surveyed farmers (n = 2,633) and advisors (n = 2,719) across 12 states in the Midwest to draw comparisons on their usage of DSTs and factors influencing the usage. The advisors are more likely to take advantage of free and publicly available sources than farmers. Advisors are also more likely to agree on the usefulness of DSTs, feel social pressure to use DSTs, be concerned and perceive risks from variable weather, believe in climate change, and show positive attitudes towards climate change adaptation than farmers. Concerns about weather or climate, descriptive social norms, greater farm size, and general propensity to adopt a new technology are positively associated with higher adoption rate of DSTs for both farmers and advisors. Higher level of perceived behavioral control to deal with weather-related risks, injunctive social norms, gender (male), and age are positively associated with higher adoption rate of DSTs for only advisors. Positive adaptation attitude towards climate change and higher education level are positively associated with higher adoption rate of DSTs for only farmers. Unlike advisors, age is negatively associated with higher adoption rate of DSTs for farmers. Implications of our findings include DST educators leveraging social networks and reinforcing social norms to promote usage among current non-users, building up both farmers' and advisors’ confidence and knowledge in using DSTs, understanding the role of advisors as “change agents” to promote DST usage among farmers, and connecting networks of “innovators” and “early adopters.” With more and more DSTs developed, future scholarship can draw upon our findings to understand how to encourage DSTs adoption among current non-users and extend to other regions.