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Who Will See Me? The Impact of Type of Audience on Willingness to Display Group‐Mediated Attitude–Intention Consistency
Author(s) -
Smith Joanne R.,
Terry Deborah J.,
Hogg Michael A.
Publication year - 2006
Publication title -
journal of applied social psychology
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.822
H-Index - 111
eISSN - 1559-1816
pISSN - 0021-9029
DOI - 10.1111/j.0021-9029.2006.00037.x
Subject(s) - psychology , social psychology , group identification , consistency (knowledge bases) , norm (philosophy) , identification (biology) , consumption (sociology) , advertising , sociology , botany , geometry , mathematics , political science , law , business , biology , social science
The present study examined the role that group norms, group identification, and imagined audience (in‐group vs. out‐group) play in attitude–behavior processes. University students ( N =187) participated in a study concerned with the prediction of consumer behavior. Attitudes toward drinking their preferred beer, subjective norm, perceived behavioral control, group norm, and group identification were assessed. Intentions and perceived audience reactions to consumption were assessed. As expected, group norms, identification, and imagined audience interacted to influence likelihood of drinking one's preferred beer and perceived audience reactions. High identifiers were more responsive to group norms in the presence of an in‐group audience than an out‐group audience. The present results indicate that audience concerns impact upon the relationship between attitudes and behavior.