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The role of collectivism orientation in differential normative mechanisms: A cross‐national study of anti‐smoking public service announcement effectiveness
Author(s) -
Paek HyeJin,
Lee Hyegyu,
Hove Thomas
Publication year - 2014
Publication title -
asian journal of social psychology
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.5
H-Index - 49
eISSN - 1467-839X
pISSN - 1367-2223
DOI - 10.1111/ajsp.12065
Subject(s) - normative , collectivism , psychology , norm (philosophy) , social psychology , perception , path analysis (statistics) , social norms approach , normative social influence , political science , mathematics , individualism , law , statistics , neuroscience
The purpose of this study is to explicate the complexities of the mechanism through which norm messages achieve their intended goals, and to examine how the normative mechanism differs according to the collectivism orientation of two culturally distinct countries. To analyze data collected from 464 US and K orean college students, it uses the O ‐ S ‐ O ‐ R approach, which represents four elements of the communication process – (pre) Orientation‐Stimuli‐(post) Orientation‐Response. Multi‐group path analysis yields three major findings. First, collectivism orientation is significantly related to injunctive norm perception ( INP ) only among K orean respondents. Second, descriptive norm perceptions ( DNP ) and INP as post‐orientations lead to behavioural intention through different mechanisms. That is, INP leads to behavioural intention directly regardless of types of norm messages and country, but indirectly through issue importance only in the IN message condition among the US . participants. By contrast, DNP leads to behavioural intention only directly, except for the DN message condition among the US participants in which there is no such significant relationship. Third, the normative mechanism was more rigorous and consistent among Koreans than Americans.