Guilt Enhances the Persuasive Effects of Injunctive But Not Descriptive Social Norms

2020 ◽  
pp. 194855062095058
Author(s):  
Ryan P. Jacobson ◽  
Kathryn J. L. Jacobson ◽  
Allecia E. Reid
Keyword(s):  
Social Norms ◽  
State Level ◽  
Public Service Announcement ◽  
Descriptive Norm ◽  
Injunctive Norm ◽  
Injunctive Norms ◽  
Descriptive Norms ◽  
Norm Violations ◽  
Control Message ◽  
Guilt Proneness

The focus theory of normative conduct asserts that distinct processes are involved in responding to injunctive norms versus descriptive norms. This research tested the prediction that guilt would be more strongly involved in motivating conformity to injunctive than descriptive norms. Study 1 demonstrates that people anticipate feeling guiltier following injunctive than descriptive norm violations. Studies 2 and 3 demonstrate that guilt proneness and state-level guilt enhance the persuasiveness of messages framed with injunctive norms but not control-framed or descriptive norm–framed messages. Finally, Study 4 shows that a guilt-arousing public service announcement is more effective if framed using an injunctive norm than a descriptive norm or a control message. These results augment understanding of the different ways that injunctive and descriptive norms influence behavior and have applied implications for social norms marketing interventions.

Do Social Norms Affect Support for Earthquake-Strengthening Legislation? Comparing the Effects of Descriptive and Injunctive Norms

2018 ◽  
Vol 51 (4) ◽  
pp. 376-400 ◽  
Author(s):  
Lauren J. Vinnell ◽  
Taciano L. Milfont ◽  
John McClure
Keyword(s):  
Health Promotion ◽  
Social Norms ◽  
Natural Hazard ◽  
Community Sample ◽  
Behavioral Outcomes ◽  
Environmental Conservation ◽  
Descriptive Norm ◽  
Injunctive Norm ◽  
Injunctive Norms ◽  
Focus Theory

Social norms have been successfully applied in health promotion and environmental conservation, but their potential for encouraging natural hazard preparation is relatively untested. This research extends the focus theory of normative conduct to natural hazards and cognitive-behavioral outcomes by examining whether focusing individuals on descriptive and injunctive norms increases their support for earthquake-strengthening legislation in a seismically active city: Wellington, New Zealand. In a large community sample ( N = 690), the injunctive norm condition increased support for the legislation compared with the control, whereas the descriptive norm condition did not. In contrast, the descriptive norm condition raised judgments of the feasibility of the strengthening work compared with the control, whereas the injunctive norm condition did not. These findings support previous research demonstrating the differing effects of descriptive and injunctive forms of normative information, and suggest that using both in the same communication is the best strategy for enhancing support for earthquake-strengthening legislation.

scholarly journals Crafting Normative Messages to Protect the Environment

2003 ◽  
Vol 12 (4) ◽  
pp. 105-109 ◽  
Author(s):  
Robert B. Cialdini
Keyword(s):  
Drug Use ◽  
Social Norms ◽  
Adolescent Suicide ◽  
Injunctive Norms ◽  
Descriptive Norms ◽  
Information Campaigns ◽  
Alcohol And Drug Use ◽  
Normative Appeals ◽  
Normative Message ◽  
Normative Messages

It is widely recognized that communications that activate social norms can be effective in producing societally beneficial conduct. Not so well recognized are the circumstances under which normative information can backfire to produce the opposite of what a communicator intends. There is an understandable, but misguided, tendency to try to mobilize action against a problem by depicting it as regrettably frequent. Information campaigns emphasize that alcohol and drug use is intolerably high, that adolescent suicide rates are alarming, and—most relevant to this article—that rampant polluters are spoiling the environment. Although these claims may be both true and well intentioned, the campaigns' creators have missed something critically important: Within the statement “Many people are doing this undesirable thing” lurks the powerful and undercutting normative message “Many people are doing this.” Only by aligning descriptive norms (what people typically do) with injunctive norms (what people typically approve or disapprove) can one optimize the power of normative appeals. Communicators who fail to recognize the distinction between these two types of norms imperil their persuasive efforts.

scholarly journals The Relative Importance of Values, Social Norms, and Enjoyment-Based Motivation in Explaining Pro-Environmental Product Purchasing Behavior in Apparel Domain

2020 ◽  
Vol 12 (17) ◽  
pp. 6797 ◽  
Author(s):  
Insook Ahn ◽  
Soo Kim ◽  
Munyoung Kim
Keyword(s):  
College Students ◽  
Social Norms ◽  
Intrinsic Motivation ◽  
Social Norm ◽  
Environmental Issues ◽  
Relative Importance ◽  
Purchasing Behavior ◽  
Injunctive Norms ◽  
Descriptive Norms ◽  
Consumption Behavior

Changing consumption behavior can offer co-benefits in reduction of environmental issues and encouraging improvements to environmentally friendly or sustainable production. We propose a novel value-social norm-enjoyment-based motivation (VSE) model and test the factors that influence individual pro-environmental apparel purchasing behavior. Data were obtained from 353 college students in Korea and analyzed by using SEM. Our results show that individuals who endorse bio-altruistic values who engage in eco-friendly environmental behavior in apparel domain are influenced by descriptive norms and injunctive norms. Further, enjoyment-based motivation was found to be a key mediator among bio-altruistic value, descriptive norms, and injunctive norms on pro-environmental purchasing behavior. However, injunctive norms do not directly influence purchasing behavior, but rather, are integrated to enjoyment-based intrinsic motivation, then indirectly affect purchasing behavior.

Social norm perceptions predict citizenship behaviors

2015 ◽  
Vol 30 (8) ◽  
pp. 894-908 ◽  
Author(s):  
Ryan P. Jacobson ◽  
Kathryn J. L. Jacobson ◽  
Jacqueline N. Hood
Keyword(s):  
Hierarchical Regression ◽  
Need To Belong ◽  
Citizenship Behaviors ◽  
Injunctive Norm ◽  
Injunctive Norms ◽  
Descriptive Norms ◽  
Cross Sectional ◽  
Content Type ◽  
Study Results ◽  
The Individual

Purpose – The purpose of this paper is to examine the extent to which perceptions of injunctive and descriptive norms for workplace organizational citizenship behaviors (OCBs) affect an individual’s frequency of performing such behaviors. The study also explores whether the effects of norm perceptions are moderated by the individual’s need to belong (NTB) to social groups. Design/methodology/approach – Hierarchical regression analysis was used to analyze data from 77 employed MBA students. Perceptions of OCB norms and NTB were assessed with an initial survey. Eight weeks later, a second survey assessed the individual frequency of OCBs. Findings – Descriptive norms, injunctive norms, and NTB independently predicted OCB frequency. Additionally, NTB moderated the effects of injunctive norm perceptions. The injunctive norm was particularly influential for employees high in NTB. Research limitations/implications – Limitations of this study include its cross-sectional nature and the possibility of common method bias. Practical implications – Study results indicate that managers can encourage OCBs by drawing attention to the prevalence of OCBs in the workplace (descriptive norm) and by showing approval of OCBs (injunctive norm). Hiring those with high NTB will also increase OCBs and enhance the effects of any effort on management’s part to signify approval of OCBs. OCBs can also be encouraged through new employee orientation and training that emphasizes the descriptive and injunctive norms for OCBs. Originality/value – This is the first study to demonstrate social norms and NTB as predictors of workplace OCBs. This study also provides the first evidence that the effects of injunctive norms are moderated by NTB.

scholarly journals 'Welcome' Changes? Descriptive and Injunctive Norms in a Wikipedia Sub-Community

2018 ◽  
Author(s):  
Jonathan T. Morgan ◽  
Anna Filippova
Keyword(s):  
Social Norms ◽  
Future Research ◽  
Injunctive Norms ◽  
Normative Influence ◽  
Descriptive Norms ◽  
Online Groups ◽  
Open Collaboration ◽  
Sustainability Research ◽  
Focus Theory

Open online communities rely on social norms for behavior regulation, group cohesion, and sustainability. Research on the role of social norms online has mainly focused on one source of influence at a time, making it difficult to separate different normative influences and understand their interactions. In this study, we use the Focus Theory to examine interactions between several sources of normative influence in a Wikipedia sub-community: local descriptive norms, local injunctive norms, and norms imported from similar sub- communities. We find that exposure to injunctive norms has a stronger effect than descriptive norms, that the likelihood of performing a behavior is higher when both injunctive and descriptive norms are congruent, and that conflicting social norms may negatively impact pro-normative behavior. We contextualize these findings through member interviews, and discuss their implications for both future research on normative influence in online groups and the design of systems that support open collaboration.

scholarly journals Moderasi Norma Sosial dan Keterlibatan Personal terhadap Perilaku Peduli Lingkungan

2021 ◽  
Vol 11 (2) ◽  
pp. 83
Author(s):  
Yogi Pambudi ◽  
Ni Putu Pristi Wisuantari
Keyword(s):  
Statistical Analysis ◽  
Social Norms ◽  
Environmental Behavior ◽  
Self Report ◽  
Environmental Damage ◽  
Descriptive Norm ◽  
Injunctive Norm ◽  
Moderation Effect ◽  
Personal Involvement ◽  
The Relationship

Pro-environmental behavior is a solution to overcome environmental problems. Plastic straw waste, which was produced majorly from restaurant’s consumption, has been identified as one of the causes of the environmental damage. This research was conducted to examine the moderation effect of social norms to plastic straw usage among restaurant visitors. The uantitative method was used by using self-report questionnaires to measure descriptive norm, injunctive norm, and personal involvement. Data were collected from 106 respondents whose ages ranged from 18 to 54 years with the proportion of 44% male and 66% female. This study has four hypotheses, namely the injunctive norm moderates the relationship between descriptive norm and pro-environment behavior, personal involvement moderates the relationship between descriptive norm and pro-environmental behavior, descriptive norm moderates the relationship between injunctive norm and pro-environmental behavior, and personal involvement moderates the relationship between injunctive norm and pro-environmental behavior. Statistical analysis using IBM SPSS with the add-on PROCESS Hayes 3.4 was used to test the moderation effect. The study found that there are no significant results from the four hypotheses. Although all hypotheses were not proven, the descriptive norm was proved to have a moderation effect to relationship between the injunctive norm and pro-environmental behavior when the score of descriptive norms is moderate or high. Hence, injunctive norm has potential to increase pro-environment behavior when it is moderated by moderate or high levels of descriptive norm.Keywords: Descriptive norm, injunctive norm, personal involvement, pro- environmental behavior Abstrak: Perilaku peduli lingkungan adalah solusi untuk mengatasi masalah lingkungan. Salah satu penyebab masalah lingkungan dengan begitu banyaknya sampah sedotan plastik. Penelitian ini menguji interaksi moderasi dari norma sosial dan keterlibatan personal terhadap perilaku peduli lingkungan pada pengunjung restoran terkait penggunaan sedotan plastik. Penelitian ini menggunakan metode kuantitatif terhadap 106 responden dengan rentang usia dari 18 – 54 tahun dan proporsi gender pria 44% dan perempuan 66%. Instrumen yang digunakan adalah alat ukur norma deskriptif, norma injungtif, dan keterlibatan personal. Penelitian ini menguji empat hipotesis, yakni; norma injungtif memoderasi norma deskriptif terhadap perilaku peduli lingkungan, keterlibatan personal memoderasi norma deskriptif terhadap perilaku peduli lingkungan, norma deskriptif memoderasi norma injungtif terhadap perilaku peduli lingkungan, dan keterlibatan personal memoderasi norma injungtif terhadap terhadap perilaku peduli lingkungan. Analisis statistik menggunakan IBM SPSS dengan add-on PROCESS Hayes 3.4 untuk melihat efek moderasi tersebut. Hasilnya, keempat hipotesis tidak terbukti. Meskipun keempat hipotesis ditolak tetapi norma deskriptif, ketika berada nilai moderat dan tinggi, memiliki pengaruh interaksi dalam memoderasi peran norma injungtif terhadap perilaku peduli lingkungan, Sehingga norma injungtif yang dimoderasi oleh norma deskriptif berpotensi untuk meningkatkan perilaku peduli lingkungan.

scholarly journals How to Solve the Social Norm Conflict Dilemma of Green Consumption: The Moderating Effect of Self-Affirmation

2020 ◽  
Vol 11 ◽  
Author(s):  
Wanda Ge ◽  
Guanghua Sheng ◽  
Hongli Zhang
Keyword(s):  
Social Norms ◽  
Social Norm ◽  
Injunctive Norms ◽  
Descriptive Norms ◽  
Green Consumption ◽  
Mediating Role ◽  
Conflict Situations ◽  
Maximum Utility ◽  
The Social

Social norms are important social factors that affect individual behavioral change. Using social norms to promote green consumption is receiving increasing attention. However, due to the different formation processes and mechanisms of the behavioral influence of the different types of social norms, using social norms to promote green consumption often has social norm conflict situations (injunctive norms + negative descriptive norms). Thus, it is difficult to attain the maximum utility of social norms. The present research found that social norm conflict weakens the role of injunctive norms in promoting green consumption. Specifically, negative descriptive norms weaken the role of injunctive norms in promoting green consumption. Alienation, which manifests through powerlessness and meaninglessness, plays a mediating role in the relationship between social norm conflict and green consumption. Self-affirmation moderates the mediating role of alienation between social norm conflicts and green consumption. Self-affirmation reduces the alienation caused by social norm conflict, thereby alleviating the weakening effect of social norm conflict on green consumption.

Handen wassen na het plassen. Jong geleerd, oud gedaan?

2011 ◽  
Vol 39 (3) ◽  
Author(s):  
Maartje J.M. de Kort ◽  
Aart S. Velthuijsen
Keyword(s):  
Social Influence ◽  
Descriptive Norm ◽  
Critical Importance ◽  
Injunctive Norm ◽  
Descriptive Norms ◽  
Experimental Conditions ◽  
Persuasive Strategies ◽  
The Social ◽  
Normative Social Influence ◽  
The Impact

Do you wash your hands after using the bathroom? Two studies about communicating the injunctive and descriptive norm, and practicing informational and normative social influence in order to promote handwashing behavior. Do you wash your hands after using the bathroom? Two studies about communicating the injunctive and descriptive norm, and practicing informational and normative social influence in order to promote handwashing behavior. Increasing handwashing compliance after using the bathroom was the main goal of the two studies. Handwashing is of critical importance for preventing the spread of bacteria. Most people do know this, but they don’t behave in accordance to this fact. Lack of knowledge does not explain the discrepancy and therefore we investigated two strategies from the social influence literature. The effects on the handwashing behavior were observed unobtrusively. In the first study the impact of communicating the injunctive and descriptive norms regarding handwashing were examined. Results indicate that handwashing is promoted by communicating the injunctive norm. The impact of the descriptive norm is less important. In the second study informational and normative social influence were examined under different experimental conditions. Both informational and normative social influence promoted handwashing behavior and increased handwashing compliance after using the bathroom. Implications for influencing automatic and routine behavior by the use of communication and persuasive strategies are discussed.

scholarly journals Netiquette Between Students and Their Lecturers on Facebook: Injunctive and Descriptive Social Norms

2018 ◽  
Vol 4 (3) ◽  
pp. 205630511878962
Author(s):  
Stephanie B. Linek ◽  
Anika Ostermaier-Grabow
Keyword(s):  
Social Networks ◽  
Empirical Study ◽  
Social Norms ◽  
Online Survey ◽  
Common Ground ◽  
Individual Case ◽  
Subjective Perception ◽  
Injunctive Norms ◽  
Descriptive Norms ◽  
The Individual

There is an ongoing discussion if and how students and lecturers should interact with each other on social networks. In this article, we present an empirical study on the so-called netiquette for Facebook contacts between students and their lecturers (hereinafter called SL-contacts). In addition, we investigated the subjective perception of the majority’s behavior. This enabled a comparison between two different kinds of social norms: the injunctive norms (netiquette) and the descriptive norms (majority). Database was an online survey with 2,849 participants (2,550 students and 299 lecturers). SL-contacts were quite rare in our sample and usually initiated by students. Our results showed that the appropriateness of SL-contacts depends on the individual case. In addition, we found that injunctive and descriptive norms are in line with each other. Overall, our results indicate that there is a common ground of understanding, and SL-contacts are less critical than they might appear.

Putting Text in Context: The Conflict between Pro-Ecological Messages and Anti-Ecological Descriptive Norms

2009 ◽  
Vol 12 (2) ◽  
pp. 657-666 ◽  
Author(s):  
Luis Oceja ◽  
Jaime Berenguer
Keyword(s):  
Public Space ◽  
Descriptive Norm ◽  
Injunctive Norm ◽  
Descriptive Norms ◽  
Follow Up Study ◽  
Practical Implications

In the present work we test whether the effectiveness of ecological messages may be canceled out when they conflict with the descriptive norm that is salient in the situation. In two studies, participants were unobtrusively observed while performing an ecologically relevant behavior: leaving lights on or off when exiting a public space. The results of Study 1 showed in two different settings (i.e., public washrooms of a university and of a restaurant) the powerful influence of focusing a descriptive norm that refers to such behavior, even when this descriptive norm is not sustained by the injunctive norm. The results of Study 2 showed the overall ineffectiveness of ecological messages when the information in the message was in conflict with the descriptive norm made salient by the context. Additionally, the results of a Follow-up Study suggested that vividness-congruency may increase the effectiveness of the message. Both the theoretical and practical implications of these results are discussed.

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