Premium
To think or not to think: The effect of cognitive deliberation on the influence of injunctive versus descriptive social norms
Author(s) -
Melnyk Vladimir,
Herpen Erica van,
Fischer Arnout R.H.,
van Trijp Hans C.M.
Publication year - 2011
Publication title -
psychology and marketing
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 1.035
H-Index - 116
eISSN - 1520-6793
pISSN - 0742-6046
DOI - 10.1002/mar.20408
Subject(s) - deliberation , social norms approach , psychology , cognition , norm (philosophy) , social psychology , affect (linguistics) , context (archaeology) , social influence , epistemology , perception , politics , political science , communication , paleontology , neuroscience , law , biology , philosophy
Consumers can process information containing social norms at different cognitive deliberation levels. This paper investigates the effect of cognitive deliberation for both descriptive and injunctive norms. The experimental study examines the consequences for attitudes and behavioral intentions of these two norm formulations under different levels of deliberation. Results show that (1) cognitive load limits the influence of both norm formulations, and (2) cognitive deliberation increases the effect of descriptive and decreases the effect of injunctive norms. The positive and negative thoughts made salient by the information are shown to lead to these consequences. Marketers therefore need to consider the context and channels in which social norms are communicated, as this can affect the motivation, ability, and/or opportunity of consumers to process the information. © 2011 Wiley Periodicals, Inc.