Theory Of Normative Social Behavior Research Articles

Testing the theory of normative social behavior in Italy and the USA during COVID-19

The COVID-19 pandemic has underscored the importance of understanding how social norms influence preventative health behaviors across cultures. Based on the theory of normative social behavior (TNSB), this study investigates the direct and moderated effects of social norms on intentions to wear masks and practice social distancing cross-culturally during the peak of COVID-19 in 2020. Representative samples were recruited from the United States (N = 333) and Italy (N = 331), two countries with different cultural tightness-looseness and orientations (individualistic-collectivistic; indulgence-restraint; uncertainty avoidance). Results revealed that perceived descriptive norms directly influenced behavioral intentions in the U.S., while perceived injunctive norms were more influential in Italy. Outcome expectations moderated the relationship between descriptive norms and mask-wearing intentions in both countries. Specifically, as perceived benefits increased, the effect of norms on mask-wearing intentions attenuated in both countries. Group identity strengthened the association between descriptive norms and mask-wearing intentions only in Italy. These findings highlight that cultural differences play an important role in normative influence mechanisms, with the U.S. being more influenced by what others do (descriptive norms) and Italy by what others approve of (injunctive norms). The study contributes to the refinement of the TNSB and emphasizes the importance of considering cultural factors in developing effective norm-based interventions to address global health challenges.

Political Party Collective Norms, Perceived Norms, and Mask Wearing Behavior: A Test of the Theory of Normative Social Behavior

ABSTRACT The theory of normative social behavior (TNSB) postulates that people are influenced by others’ behaviors, which they observe from messages and experience. In addition to focusing on perceived (i.e., descriptive and injunctive) norms, the TNSB was expanded to include collective norms, which represent what people actually do. Testing this expanded theoretical model, the current study examined whether two types of collective norms – collective political norms and collective regional norms – interacted with descriptive norms to influence pandemic mask wearing behavior expectations among U.S. adults (N = 444). The interaction was statistically significant for collective political norms (β = -.74, p = .009) but not collective regional norms (β = -.16, p = .85). Specifically, descriptive norms were related to increased mask wearing expectation for all values of political party collective norms, but the effects were stronger when political party collective norms were low (i.e., low mask wearing behavior was normative). The findings support the inclusion of collective norms in the TNSB, clarify the relationships among different types of norms, and provide insights for norms-based interventions.

The Role of Collective Group Orientation and Social Norms on Physical Distancing Behaviors for Disease Prevention

ABSTRACT To reduce the impact of communicable diseases like COVID-19, collective action is required and likely to be susceptible to normative influence as well as whether people are more or less collectively oriented. We extend the theory of normative social behavior (TNSB) to account for group orientation and predict the relationships between social norms and physical distancing behaviors. Using a rolling cross-sectional design during 17 weeks of the pandemic, a national sample of US residents from 20 states (N = 8,778) participated in the study. The findings show that perceived descriptive norms, injunctive norms, and group orientation are significantly associated with physical distancing. The descriptive norm-behavior relationship and injunctive norm-behavior relationship are moderated by group orientation and the other predicted moderators in the TNSB. The findings extend the TNSB and highlight the need to understand social norms and group orientation in formative research for health communication campaigns designed to promote prevention behaviors.

The Impact of Social Norms, Personality, and Time Perspective Factors On Indonesian Highways Safety Driving Behavior

The number of traffic accidents per year increases in proportion to the number of drivers. The higher traffic accident in particular on highways is due to speeding behavior. Traffic accidents are caused by the environment, the vehicle, and the driver factors. The purpose of this study is to incorporate driver personality, time perspective, and applicable norms, on the speeding behavior model and design proposals for intervention policies, and improve current policies on driving behavior to maintain and increase safety driving the highways speed limit. Personality (BFI-10) was incorporated into the model to investigate which personality types that often speed, time perspective (ZTPI-18) was use to understand the current driver behavior from past experience and the driver will likely take in future, while the theory of normative social behavior (TNSB) was incorporated to enhance the theory of planned behavior (TPB) model used in previous studies. The method used in this paper is the PRISMA framework. Result of this study is a conceptual model that incorporates variables of TPB, TNSB, BFI-10 personality inventory, and ZTPI-18 and consists of 23 variables. Further study will be conducted to prove the conceptual model by using the method of self-report questionnaires, field observations, and driving simulations.

When virtue is its own reward: How norms influence consumers’ willingness to recycle and reuse

Sustainable waste management is becoming increasingly difficult with rising populations and soaring consumption patterns. Better recycling and reuse practices not only provide economic and environmental benefits, but also align with the larger goal of promoting circularity. Applying the theory of normative social behavior, this study examines how subjective, personal, and descriptive norms influence New York State residents’ willingness to recycle and reuse, based on two rounds of survey data collected from representative samples (NStudy1 = 1010; NStudy2 = 1003). Results indicate that descriptive norm serves as the “initiator” and personal norm serves as the immediate “predictor” of behavioral willingness. These findings have practical implications for public communication about pro-environmental behaviors.

A Qualitative Assessment of Social Norms Related to Seeking Help for Intimate Partner Violence in Honduras.

Intimate partner violence (IPV) is a major public health issue in Honduras and other low- and middle-income countries, with few victims seeking help. While structural factors, such as lack of services and economic barriers, are often cited as reasons for not seeking help, social and cultural factors may also play a role. This study aims to describe the normative social environment that may hinder women's help-seeking behaviors for IPV. Thematic analysis was conducted on data from four focus group discussions with 30 women at a busy health center in urban Tegucigalpa, Honduras. Data were coded inductively and themes were identified deductively using the theory of normative social behavior and its components (descriptive and injunctive social norms, expected outcomes, and groups of reference). Four themes emerged: social norms and expected outcomes that discourage IPV help-seeking; factors that determine the direction of a social norm, either discouraging or encouraging help-seeking; groups of reference for IPV victims; and society sets women up for failure. Social norms, expected outcomes, and groups of reference hinder women's help-seeking behavior after IPV. These findings have significant implications for designing effective interventions and policies to support women and their families affected by IPV.

Where Do Perceived Norms Supporting Child Corporal Punishment Come From? A Study of Low-Income Parents

ABSTRACT Although the influence of perceived norms on health behavior has been well researched, the sources of normative perceptions remain understudied. Drawing on the theory of normative social behavior, this study investigated factors shaping descriptive norms associated with child corporal punishment among a sample of low-income Black, Hispanic, and White parents (N = 260). Hierarchical regression results showed that childhood experiences of corporal punishment, direct observation, and interpersonal communication valence were significantly associated with descriptive norms. Path analysis confirmed the direct association between descriptive norms and behavioral intentions, as well as the mediating role of descriptive norms in linking the norm sources and behavioral intentions. Results also revealed that interpersonal network size and interpersonal communication valence jointly affected descriptive norms among parents who talked to others in their proximal networks about applying this disciplinary measure. Theoretical and practical implications were discussed.

Do Sexist Comments Hinder Participation in Online Political Discussions?

Abstract: Women who visibly engage in politics online experience a lot of backlash. The presented study investigates sexist incivility against women in online political spaces as a possible explanation for the gender gap in online political discussion and expression. Online sexism solidifies the masculine norm in online political spaces. Drawing on social cognitive theory and the theory of normative social behavior, we understand online incivility as communication mechanisms that enforce gender norms in online political discussions. We use a preregistered online survey experiment with German Internet users to investigate how sexist comments in online political discussions affect women’s participation in the discussion, perceived social norms about participating, and their internal political efficacy. We found no effects of sexist comments on the propensity to engage in the discussion or the political efficacy to contribute. However, the presence of sexist comments increased the fear of sanctions in both men and women. The null findings of the preregistered experiment occurred despite sufficient statistical power and a successful treatment check. We discuss several possible explanations for the null effects and ways forward.

Modeling the Relationship Between Perceived Descriptive Norms and Willingness to Practice COVID-19 Preventative Behaviors: A Test of the Mediation and Moderation Mechanisms in the Theory of Normative Social Behavior

ABSTRACT Social norm has been found to impact compliance with COVID-19 preventative behaviors, including handwashing, wearing a face mask, social distancing, and cleaning and disinfecting frequently touched surfaces. There is, however, a limited understanding of the social norm influence mechanisms and its boundary condition in the context of COVID-19. Guided by the theory of normative social behaviors (TNSB), this study conducted an online survey (N = 336) to examine whether perceived injunctive norms (PIN), outcome expectation (OE), group identity (GID), group orientation (GO), and cultural tightness-looseness (CTL) can moderate and/or mediate the relationship between perceived descriptive norms (PDN) and behavioral intentions (BI) to perform COVID-19 preventative behaviors in the United States. Results showed that whereas OE mediated the PDN-BI relationship to enact all four focal behaviors, PIN mediated the PDN-BI relationship for social distancing, wearing a face mask, and cleaning and disinfecting. However, inconsistent with the predictions, all five moderators (i.e. PIN, OE, GO, GID, and CTL) attenuated, instead of strengthening, the PDN-BI relationships for particular preventative behaviors. Theoretical and practical implications were discussed.

Extending the Theory of Normative Social Behavior: Collective Norms, Opinion Leadership, and Masking During the COVID-19 Pandemic

ABSTRACT Novel, public behaviors, such as masking, should be susceptible to normative influence. This paper advances the theory of normative social behavior by considering a new set of moderators of normative influence — superdiffuser traits — and by clarifying the antecedents and consequences of exposure to collective norms. We use data from a two-wave survey of a cohort living in one U.S. county during the pandemic (N = 913) to assess normative effects on masking. We also used a bipartite network (based on people shopping for food in the same stores) to examine exposure to collective norms. The results show different superdiffuser traits have distinct effects on the relationship between perceived injunctive norms and masking intentions. Exposure to collective norms influences masking, but this influence depends on how people interact with their social environments. Network analysis shows that behavioral homophily is a significant predictor of selective exposure to collective norms earlier (but not later) in the pandemic. Implications for understanding normative influence in a context where opinion leadership matters are discussed.

Descriptive peer drinking norms and binge drinking: Enhancement motives as a mediator and alcohol resistance self-efficacy as a moderator.

The association between descriptive norms regarding peer drinking and college students’ binge drinking has been established; however, the mediating and moderating mechanisms underlying this relationship among first-and second-year college students remain minimally explored. Drawing on social norms theory, motivational model of alcohol use, and the theory of normative social behavior, the current study investigated whether enhancement drinking motives mediated the relationship between descriptive norms regarding peer drinking and college students’ binge drinking, and whether this relationship was moderated by alcohol resistance self-efficacy. Five hundred and nineteen first-and second-year college students (Mage = 19.19 years, SD = 0.98) who were from four universities and had at least one time of heavy episodic drinking during the last year completed self-report questionnaires. After controlling for sex, age, and university variable, stronger descriptive norms regarding peer drinking were positively associated with a greater frequency of binge drinking. Enhancement drinking motives partially mediated the effects of descriptive peer drinking norms on binge drinking. Furthermore, alcohol resistance self-efficacy moderated the direct effects of descriptive peer drinking norms on binge drinking. Compared with college students who reported high alcohol resistance self-efficacy, the direct effects of descriptive peer drinking norms on binge drinking were stronger among students with low alcohol resistance self-efficacy. These findings point to the potential value of alcohol intervention approaches including efforts to help first-and second-year college students change enhancement drinking motives and increase their ability of resisting drinks in the context of pervasive peer drinking.

The G-NORM Scale: Development and Validation of a Theory-Based Gender Norms Scale

Gender norms are increasingly recognized as important modifiers of health. Despite growing awareness of how gender norms affect health behavior, current gender norms scales are often missing two important theoretical components: differentiating between descriptive and injunctive norms and adding a referent group. We used a mixed-methods approach to develop and validate a novel gender norms scale that includes both theoretical components. Based on qualitative data, the theory of normative social behavior, and the theory of gender and power, we generated a pool of 28 items. We included the items in a baseline questionnaire among 3,110 women in Odisha, India as part of a cluster randomized controlled trial. We then ran exploratory factor analysis which resulted in 18 items. Using a second wave of data with the same sample, we evaluated psychometric properties using confirmatory factor analysis and structural equation modeling. The analysis resulted in two subscales with nine items each, “descriptive gender norms” and “injunctive gender norms.” Both subscales represent high internal validity with Cronbach’s alpha values of 0.81 and 0.84 and the combined scale has an alpha of 0.87. The G-NORM, gender norms scale, improves on existing measures by providing distinct descriptive and injunctive norms subscales and moving beyond individual attitudes by assessing women’s perceptions of community-level gender norms.

What Determines Intentions to Use Mobile Fitness Apps? The Independent and Joint Influence of Social Norms

To better understand how different psychosocial components motivate the use of mobile fitness apps, this study integrates two major theories in behavior prediction, theory of planned behavior (TPB) and theory of normative social behavior (TNSB). An online survey was conducted with a random sample of undergraduate students (N = 558) registered at a large public university in Singapore. Results show that participants’ outcome expectations, descriptive norms, and perceived behavioral control predicted their intention to use mobile fitness apps, but not injunctive norms. Perceived behavioral control exerted stronger influence on use intention among current users than non-users. In the TPB-TNSB integrated model, group identification significantly moderated the relationship between descriptive norms and use intention, regardless of the user status. This study provides an improved understanding of how components of social influence affect the adoption of mobile fitness app by taking a novel approach to integrate two distinctive theories in behavior prediction.

Multilevel theorizing in health communication: Integrating the Risk Perception Attitude (RPA) framework and the Theory of Normative Social Behavior (TNSB).

Research testing the risk perception attitudes (RPA) framework has demonstrated that efficacy can moderate the effect of risk perceptions on behavior. This effect of efficacy has also been seen at the social-level through tests of the theory of normative social behavior (TNSB). We tested if efficacy could bridge normative factors at a social-level and risk perception at an individual-level. Data for this study come from the Reduction in Anemia through Normative Innovations (RANI) project's baseline survey in Odisha, India. We used hierarchical regressions to analyze interactions between predictors at various levels and efficacy to predict behavioral intention. Efficacy beliefs moderated the effect of injunctive norms (β = 0.07, p < 0.01), collective norms (β = 0.06, p < 0.01), and risk perception (β = 0.04, p < 0.01) on intentions. This study provides preliminary evidence for a multilevel theoretical framework.

Parental Modeling and Normative Influence in Shaping Teenagers’ Phubbing: An Exploratory Study

Phubbing, the ignoring of one’s companions to pay attention to one’s phone, is ubiquitous. Yet far less is known about its interpersonal transmission. Based on the social learning theory and the theory of normative social behavior, this cross-sectional study tested the associations between perceived parental phubbing and teenagers’ phubbing. Two hundred ninety-nine Chinese teenagers ( M = 14.03, SD = 0.87) answered questions about perceived parental phubbing, descriptive norms and injunctive norms of phubbing, and phubbing of themselves. The regression analyses showed that perceived parental phubbing was positively associated with teenagers’ phubbing and descriptive norms. The conditional process analyses showed that higher levels of perceived parental phubbing predicted higher levels of descriptive norms, which in turn predicted higher levels of teenagers’ phubbing. Moreover, the magnitude of the association between descriptive norms and teenagers’ phubbing was greater as injunctive norms became greater.

Young Adults’ Willingness to Engage in Climate Change Activism: An Application of the Theory of Normative Social Behavior

ABSTRACT Guided by the theory of normative social behavior (TNSB), the current survey examined factors associated with climate change activism in a young adult population (N = 627). Consistent with the TNSB, young adults showed greater intention to engage in consumer and conventional climate change activism if they viewed it to be common (descriptive norm) and accepted (injunctive norm) among their peers, if they perceived positive benefits of activism (outcome expectations), and if they identified as a climate activist (ego involvement). Results supported the TNSB’s proposed interaction between descriptive norm and similarity for both types of activism. Theoretical implications for the TNSB and practical implications for promoting climate change activism among young adults 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.

Reciprocity and Social Norms: Short- and Long-Run Crowding Out Effects of Financial Incentives

We link the reciprocity model of Falk and Fischbacher (2006) with the theory of normative social behavior to study how financial incentives crowd out intrinsic motivation in both the short and long runs. Using data from a lab-based repeated public goods game, we find strong evidence in support of the reciprocity model and crowding out effects both when the payment is in place and after it stops. When the payment program is in place, subjects become less sensitive to reciprocity, perceive less kindness in others’ contributions, and care less about others’ welfare. The overall decrease in motivation to reciprocate reduces the effectiveness of the payment program by almost 50%. About 20% of the crowding out effect persists after the payment stops, and the reciprocity mechanism explains over three quarters of the long-run crowding out effect.

Media and Social Norms: Exploring the Relationship between Media and Plastic Avoidance Social Norms

ABSTRACT Compared to the influence of social norms on pro-environmental behavior, we know much less about the processes that influence perceptions about social norms. This study explores the relationship between media exposure and social norms in the context of single-use plastic avoidance. Structural equation modeling was used to determine how exposure to news, documentaries, and social media were related to key constructs from the theory of normative social behavior – including perceived descriptive and injunctive norms and outcome expectations related to perceived self- and environmental benefits of avoidance. News exposure was positively related to injunctive norms. Social media exposure was negatively related to descriptive and injunctive norms and positively related to perceived benefits. Documentary exposure was positively related to descriptive norms and perceived benefits. The theoretical and practical implications of these findings are discussed.

How Do Social Network Sites Influence Workout Intentions: A Social Norm Approach.

People share their workout experiences on social network sites (SNSs). The present study examined how perceived exposure to these workout-related SNS posts may affect individuals’ engagement in physical activities through perceived descriptive and injunctive norms of workout in their network, and how self-efficacy in workout moderated the effect of perceived descriptive norm on their workout intention, which was measured in general and specific ways. An online survey was conducted with a convenience sample of 807 responses in China. Results show that perceived descriptive norm of workout in one’s network mediated the relationship between perceived exposure to workout-related SNS posts and perceived injunctive norm. In addition, self-efficacy in workout moderated the effect of perceived descriptive norm on workout intention—both general and specific—but the normative influence was stronger at a low level of self-efficacy compared to a high level. Furthermore, perceived injunctive norm only predicted the general rather than specific workout intention, suggesting that the perception of most people’s approval might not be priority when people consider details about workout. These findings develop the theory of normative social behavior by illustrating the relationship between perceived descriptive and injunctive norm and shed light on the relative strength of the motivating factors of workout in different situations.