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Priming effects of perceived norms on behavioral intention through observability
Author(s) -
Lewis Nehama
Publication year - 2013
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/jasp.12038
Subject(s) - observability , social norms approach , normative , psychology , social psychology , normative social influence , priming (agriculture) , observable , theory of planned behavior , agency (philosophy) , control (management) , computer science , mathematics , philosophy , botany , germination , physics , epistemology , quantum mechanics , artificial intelligence , biology
This paper describes research on 2 normative concepts thought to impact health behaviors: injunctive and descriptive norms. The study tests whether the extent to which the same health behavior is enacted in an observable or non‐observable setting will lead to variation in normative influence on parent intention. In online experiments conducted in W inter 2009, participants were randomized to a behavioral scenario in which the health behavior was described as occurring in an observable or non‐observable setting. For sun‐protection behaviors, observability primed the influence of descriptive norms on intention. For nutrition behaviors, observability primed the influence of injunctive norms on intention. Across both conditions, observability of the behavioral scenario increased the strength of the association between norms and intention.