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Most norm-based health campaigns on college campuses feature the most proximal group: health norms of the target college. However, the proximal group may have adverse norms, and fabricating positive proximal norms may be impractical. This study seeks to test norm-based health messages that feature distal groups. Drawing on the theory of normative social behaviors (TNSB) and literatures on desirability-driven identification, this study proposes that distal norms may influence college students’ health behaviors when they desire and identify with the distal group. Across three norms-reliant health topics (anti-drinking, anti-smoking, and pro-exercising), norm-based messages featuring a distal university were compared with norm-based messages featuring the target university and a no-message control by an experimental between-subject design. Participants reported that the distal norm-based message effectively encouraged regular exercise but did not reduce drinking or smoking. Theoretically, this study expands our understandings of distal normative influence on health behaviors. Practically, featuring distal group norms may be valuable when the proximal group norms are against health persuasion goals.

When Distal Group Norms Work: Testing Effectiveness of Distal Norm-based Messages as a Function of Desirability-motivated Identification