Cultural influences on the effects of social norm appeals.

This study reports on an experimental test of the effects of descriptive and injunctive norm appeals on intentions to prevent food waste in China and the United States ( = 1449), testing the role of cultural context and group orientation in this process. Results showed that the main effects of descriptive and injunctive norm messages on behavioural intentions were mediated by normative perceptions, and cultural context moderated both paths of this mediation. Specifically, with the same message exposure, Chinese participants perceived food waste prevention as more prevalent and socially approved compared to US participants.

The Effectiveness of Social Norm Appeals on Promoting COVID-19 Prevention Behaviors: A Multistudy Examination.

Recent research shows social norm perceptions predict people's adherence to COVID-19 preventative health practices. Nonetheless, additional empirical studies are necessary to evaluate the effectiveness of different types of social norm messages on behavioral outcomes with experimental designs. Guided by the social norm literature and frameworks, the current research addresses this need by examining the effects of descriptive and injunctive norm appeals promoting the practice of social distancing and mask-wearing with both a controlled experiment and social media campaigns.

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.

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 ( = 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.

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 ( = 336).