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A large body of norms-based research has demonstrated that descriptive norm appeals in health messages can shape message viewers’ normative beliefs, which then impact persuasive outcomes. This study, however, suggests that, at least for some health topics (here, a mask-wearing campaign), descriptive norm appeals do not change message recipients’ normative beliefs. Instead, one’s own normative beliefs may function as a moderator for the effect of norm appeals on message credibility and subsequent persuasive outcomes. Specifically, a positive (negative) indirect effect was observed (descriptive norm appeals – message credibility – perceived message effectiveness – behavior intentions) when viewers’ own normative beliefs were more consistent (inconsistent) with what the descriptive norm appeal indicated. Both theoretical and practical implications are discussed.

Believe it or not? Examining how one’s own normative beliefs impact the perceived credibility of descriptive norms-based messages