The Effects of Social Norms and Value-Relevant Involvement on Information Processing and Behavior

• In Event: Cognition, Attitude, and Persuasion

Abstract

Empirical evidence demonstrates the impact of social norms on behavior and the factors that strengthen or attenuate the relationship. This study expands existing literature by examining how people respond to social normative information when recipients are presented with either a value-relevant or a non-value-relevant message. Results from an experiment indicated perceived injunctive norms mediated the relationship between descriptive norms and behavioral intent among people exposed to the value-relevant message, and moderated the relationship among people exposed to the non-value relevant message. The results did not show an effect of value-relevant messages on information processing nor did value-relevant messages moderate the relationship between descriptive normative information and behavioral intent. The findings help explain the conditions under which social norms influence action. Theoretical and practical implications are discussed.

Authors

• Jie Zhuang, Texas Christian University

• Ying Cheng

• Maria Knight Lapinski, Michigan State U

• Syed Ali Hussain, Michigan State U

• Gailing Yue, Southwestern Technology U