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Positive peer pressure: Priming member prototypicality can decrease undergraduate drinking
Author(s) -
Goode Chris,
Balzarini Rhonda H.,
Smith Heather J.
Publication year - 2014
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.12248
Subject(s) - psychology , social psychology , social norms approach , norm (philosophy) , priming (agriculture) , normative , conformity , personality , peer group , peer pressure , developmental psychology , perception , philosophy , botany , germination , epistemology , neuroscience , political science , law , biology
Abstract In two field experiments, we manipulated the extent to which sorority members viewed themselves as prototypical group members before they learned social norm information. In Study 1 ( n = 109), participants who learned that they closely matched the ideal group member's personality intended to drink less alcohol after reading about related group norms. In Study 2 ( n = 155), participants primed to think of themselves as ideal group members reported drinking less alcohol in comparison to participants primed to think of themselves as unique individuals. Participants who heard a descriptive norm presentation reported drinking less alcohol in comparison to participants who heard injunctive or combined norm presentations. If speakers prime group member prototypicality before delivering normative information, their message can be more effective.