Perceptions Of Descriptive Norms Research Articles

Modification Mechanisms of Descriptive Norm Perceptions Toward Vaping: The Role of Behavior Prevalence and Group Size in an Online Setting

ABSTRACT We often rely on descriptive norm perceptions as a mental shortcut for decision making. However, less is known about how such perceptions are shaped and modified by our experiences in day-to-day life. The interactive nature of the current media environment offers opportunities for individuals to access others’ health behavior choices through online user-generated content. Within a setting of online comment boards, the current study examined the descriptive norm perception modification process toward vaping with a large-scale experiment that systematically varied levels of exposure to online commenters’ vaping behavior choice indications. Findings revealed a significant positive effect of behavior prevalence on descriptive norm perceptions, which in turn were positively associated with vaping intention. This set of results was observed only when a sufficient total amount of comment exposures was ensured. The study provided empirical evidence for the underlying mechanism of the “quasi-statistical sense,” which helps people draw conclusions about behavior prevalence and may influence their behavioral decision making. Theoretical and practical implications are discussed.

How perceptions of meat consumption norms differ across contexts and meat consumer groups

Social norm perceptions are implicit standards describing what is typically done or seen as acceptable and have shown to be important both in sustaining meat consumption as well as facilitating meat reduction. Norm perceptions depend on individual differences and the contexts (e.g., supermarket, restaurant). Yet, evidence how norm perceptions differ within and across individuals is scarce. The primary aim of this study was to investigate how descriptive, injunctive, and personal norms perceptions favouring meat consumption differ across contexts and meat consumer groups. The second aim was to investigate how generic dynamic norm perceptions vary across meat consumer groups. British meat eaters (n = 1205, 25–65 years) participated in an online cross-sectional survey. Weekly meat, fish and meat substitute consumption was measured with the adapted Oxford Meat Frequency Questionnaire. All but dynamic norm perceptions were measured for the supermarket, restaurant and worksite cafeteria context. Dynamic norms were measured without a specified context. A two-step cluster analysis was conducted to identify meat consumer groups. Descriptive norm perceptions favouring meat consumption were strongest in supermarket and restaurant contexts, compared to the worksite cafeteria. Injunctive and personal norms favouring meat consumption were both perceived strongest in the supermarket, followed by the restaurant, and least in the worksite cafeteria context. Four meat consumer groups were identified and those with higher meat intake (i.e., Meat lovers and Exceeders) perceived norms favouring meat consumption stronger and norms favouring meat avoidance weaker than the groups with lower meat intake (i.e., Flexitarians and Moderates). While norm perceptions differed between meat consumer groups, the pattern of contextual differences is similar for these meat consumer groups. Our findings underscore the importance of considering contexts and meat consumer groups in efforts to reduce meat consumption.

Examining the added value of harm reduction strategies to emailed boosters to extend the effects of online interventions for college drinkers.

Objective: Brief computer-delivered interventions (CDIs) reduce college student drinking and related problems but can be less efficacious and enduring than in-person interventions. The present study examined: (a) the utility of emailed personalized boosters after an evidence-based online CDI for alcohol (i.e., eCHECKUP TO GO), and (b) the added value of including protective behavioral strategies (PBS) in boosters containing personalized normative feedback (PNF) versus PNF alone. Method: 528 young adult (ages 18-24) college drinkers (71.6% female; 52.5% Black, 40.3% White) with a mean age of 19.9 years (SD = 1.65) were randomized to receive: CDI-only; CDI plus a PNF-only booster; or CDI plus a booster containing both PNF and PBS feedback. Booster emails were sent 2 weeks post-intervention. Online surveys completed pre-intervention and at 1 and 3 months assessed alcohol consumption, problems, descriptive normative perceptions, and PBS use. Results: The CDI led to significant reductions in alcohol consumption across all conditions, with no effect of boosters on drinking. Controlling for quantity, no reductions in problems were observed. Descriptive norms reduced significantly, with no condition differences. Only PBS use showed condition effects, such that the CDI-only and PNF-only booster groups reported reduced PBS use at 1 month, but the norms-plus-PBS booster group did not. Conclusions: The CDI was sufficient to change alcohol consumption and perceived norms without boosters, although the inclusion of boosters with PBS feedback may mitigate against PBS use reductions. Longer follow-ups may detect delayed booster benefits, or a larger dose through repeated exposure over time may be needed. (PsycInfo Database Record (c) 2022 APA, all rights reserved).

Television, news media, social media and adolescents’ and young adults’ violations of the COVID-19 lockdown measures: A prototype willingness model

During the COVID-19 pandemic, television and social media informed and entertained people. This cross-sectional study among adolescents and young adults (n = 859, 71.94% female, Mage = 20.55, SDage = 4.59) examined the associations between pro- and anti-governmental (social) media and youth’s violations of the lockdown measures following the prototype willingness model (PWM). Data were collected during Belgium’s first and strictest lockdown. The results largely confirmed the applicability of the PWM in a public health context. Posting of and exposure to anti-governmental social media messages positively related to violations of the regulations via higher descriptive norm perceptions of peers violating the measures and positive attitudes towards violations. Pro-governmental media interactions (i.e., exposure to news media and pro-governmental social media messages) negatively related to violations via negative attitudes towards violations. No support emerged for the role of (televised) series, prototype favorability, or subjective norms in the PWM. Differences in posting versus exposure of social media messages were found. Posting generally related stronger to risk cognitions and behaviors compared to exposure. Gender and age moderated some of the examined relations in the PWM. Implications for media research and health campaigns are discussed.

Predicting intentions to practice COVID-19 preventative behaviors in the United States: A test of the risk perception attitude framework and the theory of normative social behavior.

This study examined risk perceptions, efficacy beliefs, social norms, and their interactions as predictors of people's intention to practice four COVID-19 preventative behaviors among a U.S. sample with quotas on age, sex, ethnicity, and region (N = 336). This online survey found that perceived injunctive norms predicted intentions to clean and disinfect (β = 0.20), practice social distancing (β = 0.14), and wear a face mask (β = 0.24). Additionally, efficacy beliefs were found to attenuate the association between descriptive norm perceptions and intention to wash hands (B = -0.15) and wear a face mask(B = -0.12). The results revealed the importance of considering both psychological and social factors to promote COVID-19 preventative behaviors.

Behavioral Willingness, Descriptive Normative Perceptions, and Prescription Stimulant Misuse among Young Adults 18-20

ABSTRACT Objective: It is critical to gain further understanding of etiologic factors, such as descriptive normative perceptions and behavioral willingness, that are associated with prescription stimulant misuse (PSM) among young adults. Our primary hypotheses were that descriptive normative perceptions for PSM (i.e., perceptions of how much and how often others engage in PSM) and perceived peer willingness (i.e., perceptions of how open others are to PSM under certain circumstances) would be positively associated with higher willingness to engage in PSM, which in turn would account for significant shared variance with self-reported PSM. Method: Data were collected from a U.S. sample of 18–20-year-olds (N = 1,065; 54.5% females; 70.5% White) recruited for a larger study on alcohol-related risky sexual behavior. Results: Findings indicated higher descriptive normative perceptions and higher perceived peer willingness were associated with higher participants’ willingness to engage in PSM. Participants’ own willingness was positively associated with PSM. Finally, participants’ own willingness to use, descriptive normative perceptions, and perceived peer willingness were associated with higher willingness to engage in PSM, which accounted for significant shared variance with self-reported PSM. Conclusions: Findings suggest the potential utility of personalized feedback interventions for PSM that focus on constructs such as descriptive normative perceptions and behavioral willingness.

Testing daily-level drinking and negative consequences as predictors of next-day drinking cognitions

ObjectiveLimited research has examined how alcohol use and related consequences affect drinking-related cognitions, which is important as these cognitions may contribute to future drinking. The current study examines daily associations between alcohol use and alcohol-related negative consequences with next-day Prototype Willingness Model (PWM) social reaction pathway cognitions. MethodParticipants ages 15–25 years (N = 124, Mean age 18.7, SD = 2.87) completed daily surveys for up to three weeks (i.e., up to 11 surveys/week) using an ecological momentary assessment design. Linear mixed models and Poisson generalized mixed models were conducted to examine whether number of alcoholic drinks or number of negative alcohol-related consequences were associated with next-day PWM social reaction cognitions, including perceived vulnerability, descriptive normative perceptions of number of drinks consumed and the percentage of friends who drink, prototype favorability, prototype similarity, and willingness (i.e., openness) to drink. ResultsWithin-person results indicated more alcohol use on a given day was associated with lower next-day normative perceptions of the percentage of friends who drink on that day of the week and higher prototype similarity. Furthermore, within-person results indicated that experiencing more negative alcohol-related consequences on a given day was associated with higher perceived vulnerability and lower willingness to drink the next day. ConclusionsFindings showed that next-day social reaction PWM cognitions were associated with prior day alcohol use and negative alcohol-related consequences, suggesting that an intervention might be timed to target drinking cognitions the morning following a drinking event, particularly after experiencing negative alcohol-related consequences.

Moderated Mediation of the eCHECKUP TO GO College Student Cannabis Use Intervention

Background: Cannabis use rates are rising among college students, creating a need for effective and accessible intervention options. One such intervention, the Marijuana eCHECKUP TO GO (eCTG) program, has relatively few studies investigating mechanisms of change and related outcomes. This intervention provides users with personalized normative feedback to adjust user’s normative perceptions and use patterns. The current study tested moderated mediation of program effects between the eCTG intervention condition and a healthy stress management (HSM) control condition in a college student sample of near-daily cannabis users. Protective behavioral strategies (PBS) were measured among the eCTG condition Methods: Data were analyzed from a sample of 227 students who were randomly assigned to the eCTG intervention condition or HSM control condition. Change in cannabis use frequency was measured by re-administering the baseline survey at a six-week follow-up. Multi-group moderated mediation path analysis tested the effects of the eCTG intervention on change in cannabis use frequency through PBS, descriptive norms, and injunctive norms, with multi-group categories defined by sex. Results: Direct effects indicated the intervention predicted reduced descriptive norm perceptions and cannabis use frequency. An indirect effect was found for the intervention condition on reducing cannabis use frequency through change in descriptive norms in males. Similarly, an indirect effect was seen for intervention condition on reducing cannabis use frequency through change in injunctive norms for females. Conclusions: Findings suggest changes in descriptive norms played a sex-specific mediating role in the mechanisms of change for the eCTG intervention on reductions in cannabis use frequency.

An examination of the prospective associations between objectively assessed exposure to alcohol-related Instagram content, alcohol-specific cognitions, and first-year college drinking

Previous research suggests that exposure to alcohol-related content on social media sites (SMSs) may inflate perceptions of drinking norms, thereby increasing drinking among college students and potentially undermining popular social norms-based alcohol interventions. However, prior research on exposure has used subjective measures of alcohol exposure and has focused mostly on Facebook. The current study focused on Instagram, a popular SMS among college students, and utilized objective time tracking and newsfeed sampling methods to rigorously examine the prospective relationship between exposure to alcohol-related Instagram content (ARIC), alcohol cognitions, and drinking. Participants were 309 matriculating college students (Mage = 18.1, SD = 0.26; 62.1% female; 46.9% White/Caucasian; 17.5% Hispanic) who had their Instagram use tracked and newsfeeds sampled via a macro several times during the transition into college (August & September), and completed a baseline survey and two follow-up surveys. A sequential mediation model examined theoretically derived pathways between objective ARIC exposure and alcohol use. Results revealed that objective ARIC exposure during the transition to college was positively associated with drinking at the end of the first year of college, and subjective frequency of ARIC exposure mediated this relationship between objective ARIC exposure and later drinking. Subjective frequency of ARIC exposure also mediated the association between objective ARIC exposure and perceptions of descriptive norms, which, in turn, predicted later drinking. These findings illustrate that greater objective ARIC exposure during the transition into college may increase risky drinking over the first year via increased subjective frequency of ARIC and elevated perceptions of drinking norms. Priority directions for future research are discussed and several novel ways in which social norms-based interventions for first-year students may be enhanced to better combat ARIC-related influences are introduced.

Examining Associations Between Social Networking Site Alcohol-Specific Social Norms, Posting Behavior, and Drinking to Cope During the COVID-19 Pandemic.

Emerging research suggests that there may be important links between social networking site (SNS) use and alcohol consumption specific to COVID-19. In addition, substantial research indicates that descriptive normative perceptions are a strong predictor of drinking behavior more generally. However, less is known about SNS-specific norms and how they might be associated with health-related behavior. Thus, the primary goal of this study was to determine whether descriptive normative perceptions for alcohol posting related to COVID-19 on SNSs are associated with both personal SNS posting behavior and drinking to cope with COVID-19-related stress, among a sample of 587 adults (48.4 percent women; mean age = 48.7 years) across the United States. All study procedures were approved by the local IRB. Results indicate that perceiving same-age peers to be posting on SNSs about their alcohol use to cope with pandemic-related stress/boredom is associated with both an increased likelihood of making such postings oneself and increased drinking to cope with the pandemic. Results have important implications for prevention and intervention efforts aimed to curb risky drinking during the pandemic and suggest that SNS behavior and norms should be incorporated into these strategies.

Trick or Drink: Offline and Social Media Hierarchical Normative Influences on Halloween Celebration Drinking

ABSTRACT The current study examined the relationship between perceived societal and personal celebration drinking norms, social media use, and alcohol consumption during Halloween. The study used a survey of a nationally representative, convenience, and cross-sectional sample of underage youth (18–20 years old; N = 525). Participants self-reported their own drinking, perceived descriptive norms among peers and close friends, and alcohol-related social media posting and interaction during Halloween. Results revealed that underage youth’s estimation of societal drinking norms related to their proximal close friends’ drinking norms, which in turn, influenced self-reported number of drinks consumed during Halloween. Social media posting and interaction with alcohol-related content were associated with greater descriptive normative perceptions and self-reported drinking. Extending the hierarchical social norms approach, our findings showed that normative perceptions about proximal reference groups’ drinking, along with alcohol-related social media activities, were associated with greater number of drinks consumed during Halloween.

Testing the impact of images in environmental campaigns

Images are commonly used in environmental advocacy campaigns that are designed to promote collective action. However, the effects of different types of images have rarely been examined. In three experiments (combined N = 1426), we tested the impact of commonly used campaign images (meeting, protest, or no image) on willingness to engage in collective action against coal mining. Further, we examined whether images influence known drivers of collective action. Results support the Social Identity Model of Collective Action in environmental contexts: efficacy, identification and anger were strongly associated with collective action intentions and (less so) behaviour. Identification was the strongest predictor of actual behaviour. The effects of images were inconsistent. Image presence and type sometimes affected collective action responses, either directly or indirectly. The presence of an image sometimes increased perceptions of descriptive norms for action, which in turn increased perceived efficacy and collective action intentions.

Commonly done but not socially accepted? Phubbing and social norms in dyadic and small group settings

ABSTRACT Phubbing—the usage of one’s smartphone in copresent interactions—has become a prevalent phenomenon in our digital society. At the same time, phubbing is perceived to be inappropriate in most social settings. The present study examines the interrelation between phubbing norms and phubbing behavior by differentiating between descriptive and injunctive norms, as well as between dyadic and small group interactions. Our online survey of 218 smartphone users revealed that people adapt their phubbing behavior to conform to their perception that phubbing is quite common (descriptive norm), whereas the perception that phubbing is not socially approved (injunctive norm) is not behaviorally relevant. This result applies generally to both dyadic and small group interactions. However, individuals orient more strongly toward descriptive normative perceptions in interactions with more than three copresent friends than in dyadic interactions. It can be concluded that phubbing is primarily legitimized by the perception that others do the same.

Breadth of Media Scanning Leads to Vaping among Youth and Young Adults: Evidence of Direct and Indirect Pathways from a National Longitudinal Survey

Electronic cigarette use among youth and young adults has reached an epidemic proportion of growth. This study examined the direct and indirect effects of the breadth of media scanning about e-cigarette use on subsequent vaping behavior through interpersonal communication and changes in descriptive norm perceptions. We conducted a nationally representative longitudinal phone survey of 13- to 25-year-olds from June 2014 to March 2017, with 11,013 respondents who completed a baseline survey, among which 3,212 completed a follow-up 6 months later. The results from both cross-sectional and lagged analyses provided robust evidence to suggest that passive routine exposure to e-cigarette use content from more media outlets predicted increased likelihood of vaping among youth and young adults. High scanners were about twice as likely to vape as non-scanners (17% versus 9%). Mediation models using bootstrapping procedures found that breadth of scanning predicted higher descriptive norm perceptions which were associated with subsequent vaping; in addition, interpersonal communication mediated the relationship between breadth of scanning and changes in descriptive norm perceptions. These findings highlight the important roles of scanning, norm perceptions and interpersonal discussions in shaping cognition and behavior changes. The results also suggest an overall pro-e-cigarette public communication environment, which warrants further examination.

Toward an Aggregate, Implicit, and Dynamic Model of Norm Formation: Capturing Large-Scale Media Representations of Dynamic Descriptive Norms Through Automated and Crowdsourced Content Analysis.

Media content can shape people's descriptive norm perceptions by presenting either population-level prevalence information or descriptions of individuals' behaviors. Supervised machine learning and crowdsourcing can be combined to answer new, theoretical questions about the ways in which normative perceptions form and evolve through repeated, incidental exposure to normative mentions emanating from the media environment. Applying these methods, this study describes tobacco and e-cigarette norm prevalence and trends over 37months through an examination of a census of 135,764 long-form media texts, 12,262 popular YouTube videos, and 75,322,911 tweets. Long-form texts mentioned tobacco population norms (4-5%) proportionately less often than e-cigarette population norms (20%). Individual use norms were common across sources, particularly YouTube (tobacco long-form: 34%; Twitter: 33%; YouTube: 88%; e-cigarette long form: 17%; Twitter: 16%; YouTube: 96%). The capacity to capture aggregated prevalence and temporal dynamics of normative media content permits asking population-level media effects questions that would otherwise be infeasible to address.

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.

The Rethink campaign to reduce the normalization of prescription stimulant misuse on college campuses

The illegal use of prescription stimulants has become an established health risk among the college student population. To address this phenomenon, a student-driven campaign informed was developed, implemented, and evaluated on a college campus. The Rethink campaign involved traditional, print, and social media, as well as in-person events. To test the effectiveness of campaign messages, college students (N = 251) at an experimental site (n = 187) completed surveys before and after the campaign. Comparisons were made between pretest and posttest assessments, as well as to a control group (n = 64) of college students not exposed to the campaign. The Rethink campaign resulted in more negative attitudes toward prescription stimulant misuse, as well as decreased perceptions of descriptive norms. Practical implications for intervention designers and researchers are discussed in light of both the campaign’s successes and failures.

The Influence of a Brief Alcohol Intervention on Alcohol Use Trajectories in Nonstudent Emerging Adult Drinkers

Background: This study sought to inform research with noncollege-attending emerging adults, an at-risk, and understudied population, by identifying patterns of response following a brief alcohol intervention. This study was a reanalysis of data from a randomized controlled intervention trial testing a brief, personalized feedback alcohol intervention targeting nonstudent emerging adult drinkers. Objectives: The study aims were to (1) model intervention response by identifying subgroups characterized by changes in heavy drinking (i.e. peak use, number of binges during a typical week, proportion of binge days, peak estimated blood alcohol concentration [eBAC]) following the alcohol intervention, and (2) distinguish subgroups on factors related to intervention response (i.e. perceived norms regarding how much peers drink, alcohol use severity, mental health symptoms, and readiness to change). Methods: Participants were 81 (64.2% men) nonstudent heavy drinkers between ages 18–25 years (average age = 22.04) recruited from the community. Results: Findings revealed two latent subgroups that exhibited differential response to the intervention (i.e. intervention “responders” and “nonresponders”). Further, responders reported higher pre-intervention descriptive normative perceptions and alcohol use severity. Conclusions/Importance: The current investigation contributed to knowledge regarding for whom brief alcohol interventions work in the short term within nonstudent emerging adults and could inform future research to facilitate behavior change in those unresponsive to intervention efforts.

Vaping in the News: The Influence of News Exposure on Perceived e-Cigarette Use Norms

ABSTRACTBackground: Research has documented the impact of descriptive norms on tobacco use, but few studies have investigated how media exposure shapes e-cigarette use norms.Purpose: The purpose of this study was to examine how exposure to e-cigarette-related news articles shapes individuals’ descriptive norm perceptions about real-world e-cigarette use.Method: The study implemented an experiment with a 2 normative direction (high vs low prevalence) × 2 exposure dosage (single vs double dose) between-subjects factorial design (N = 298). Analysis of variance and thematic analysis were conducted.Results: Normative direction and exposure dosage of prevalence information contained in the news articles interacted to influence perceived descriptive norms. Increasing the dosage of prevalence information enhanced descriptive norm perceptions in low-prevalence conditions only. Participants relied on institutional signals and behavioral cues to infer descriptive norms when prevalence information was absent in the news.Discussion: The study investigates the underlying mechanism of how news articles may influence normative perceptions.Translation to Health Educational Practice: Given that news media may inadvertently form social norms that are conducive to e-cigarette use behavior, Health Educators should pay attention to descriptive norms emanated from the news media environment. They should also consider norm debiasing strategies and the integration of dosage of low-prevalence information into social norm messages.

The company we keep: Exploring the relationship between perceived teammate self-compassion and athlete self-compassion

ObjectivesThe purpose was to explore the relationship between athletes’ self-compassion and perceptions of their teammates’ self-compassion (descriptive norm). A secondary purpose was to explore whether gender moderated this relationship. DesignCross-sectional, online survey. MethodTeam sport competitive athletes (N = 108; Mage = 23.1 years; SDage = 4.68) reported their descriptive norm perceptions of their teammates’ self-compassion as well as their own self-compassion. ResultsHierarchical regression analysis indicated a positive relationship between descriptive norms and self-compassion, explaining 17.2% of the variance in self-compassion. The more it was perceived that teammates were engaging in self-compassion, the more likely athletes reported being self-compassionate (β = 0.39). There were no significant main or interaction effects of gender. ConclusionsAthletes’ self-compassion is related to their perceptions of how often their teammates are self-compassionate. Coaches and sport psychologists should encourage athletes to build awareness about how their cognitions and behaviours relate to others’ cognitions and behaviours.