TY - JOUR
T1 - Descriptive Norms and Involvement in Health and Environmental Behaviors
AU - Lapinski, Maria Knight
AU - Zhuang, Jie
AU - Koh, Hyeseung
AU - SHI, Jingyuan
PY - 2017
Y1 - 2017
N2 - The theory of normative social behavior (TNSB) describes the moderators of the descriptive norm-behavior relationship. Although specified in revisions to the model, the role of involvement as a moderator has not been fully explored. As such, this article predicts that different forms of involvement (i.e., value-, impression-, and outcome-relevant involvement) function in different ways as moderators of the descriptive norm-behavior relationship and determines whether this relationship varies by health and environmental behaviors. This article presents data on three behaviors examined in prior social norms studies: drinking alcohol, fast food consumption, and recycling. Data indicate that the nature of the relationship among the study variables is dependent on the focal behavior. For fast food consumption, the descriptive norm-behavioral intention relationship is moderated by value-relevant involvement and behavioral identity. For recycling, the descriptive norm-behavior relationship is moderated by behavioral identity. Other main effects are evidenced in the data.
AB - The theory of normative social behavior (TNSB) describes the moderators of the descriptive norm-behavior relationship. Although specified in revisions to the model, the role of involvement as a moderator has not been fully explored. As such, this article predicts that different forms of involvement (i.e., value-, impression-, and outcome-relevant involvement) function in different ways as moderators of the descriptive norm-behavior relationship and determines whether this relationship varies by health and environmental behaviors. This article presents data on three behaviors examined in prior social norms studies: drinking alcohol, fast food consumption, and recycling. Data indicate that the nature of the relationship among the study variables is dependent on the focal behavior. For fast food consumption, the descriptive norm-behavioral intention relationship is moderated by value-relevant involvement and behavioral identity. For recycling, the descriptive norm-behavior relationship is moderated by behavioral identity. Other main effects are evidenced in the data.
U2 - 10.1177/0093650215605153
DO - 10.1177/0093650215605153
M3 - Article
VL - 44
SP - 367
EP - 387
JO - Communication Research
JF - Communication Research
SN - 0093-6502
IS - 3
ER -