Mechanisms of Norms, Cost-Benefit Judgments, and Drinking Intention among College Students

• In Event: Scholar to Scholar VI
  In Scholar to Scholar Session: Perceptions of risk in health decision making

Abstract

This study examines the relationships among norms, cost-benefit evaluations, and behavioral intention, and attempts to provide insight regarding the process through which norms influence behaviors. Although evidence of normative influence has been broadly identified, we know relatively little about the theoretical explanations and emergence of norms. At the theoretical level, the mediators of the norm-behavior relationship, such as cost-benefit evaluations require a deeper examination in order to explain the process of normative influence.

Authors

• Chien-fei Chen, University of Tennessee

• Michael Kotowski, University of Tennessee, Knoxville