Raymond R. Reno

A Focus Theory of Normative Conduct: A Theoretical Refinement and Reevaluation of the Role of Norms in Human Behavior

Publisher Summary This chapter focuses on norms, which can be demonstrated to affect human action systematically and powerfully. Three distinct types of norms that are effective: social norms of the descriptive kind, which guides the behavior via the perception of how most others would behave; social norms of the injunctive kind, which guides the behavior via the perception of how most others would approve/disapprove of a persons conduct; and personal norms, which guides the behavior via the perception of how a person would approve/disapprove of his own conduct. At a given time, an individuals actions are likely to conform to the dictates of the type of norm that are familiar even when the other types of norms dictate contrary conduct. The chapter discusses those injunctive social norms—once activated—is likely to lead to beneficial social conduct across the greatest number of situations and populations. By focusing subjects on one or another type of norm, the action of a particular kind of norm was stimulated, without activating the other kinds.

A Focus Theory of Normative Conduct: When Norms Do and Do not Affect Behavior

In three experiments, respondents’ behavior conformed to the dictates of a relevant norm (the norm against littering) only under conditions of normative focus. This relationship held true across three types of procedures for producing normative focus (physiological arousal, modeling, and self-directed attention), across two types of settings (public and private), and across two types of norms (social and personal). Moreover, factors that would be expected to affect normative action were influential only when the norm was focal. These factors included the degree to which the action violated the relevant norm (Study 2) and the degree to which an individual subscribed to that norm (Study 3). Implications are discussed for developing campaigns to encourage prosocial behavior.

The Transsituational Influence of Social Norms

Three studies examined the behavioral implications of a conceptual distinction between 2 types of social norms: descriptive norms, which specify what is typically done in a given setting, and injunctive norms, which specify what is typically approved in society. Using the social norm against littering, injunctive norm salience procedures were more robust in their behavioral impact across situations than were descriptive norm salience procedures. Focusing Ss on the injunctive norm suppressed littering regardless of whether the environment was clean or littered (Study 1) and regardless of whether the environment in which Ss could litter was the same as or different from that in which the norm was evoked (Studied 2 and 3)

Health Beliefs and Compliance With Mammography-Screening Recommendations in Asymptomatic Women

The utility of the health belief model (HBM) for predicting compliance with the American Cancer Society recommendations for mammography screening over and above demographics, knowledge, physician input, and objective risk for breast cancer was assessed. In all, 615 predominantly middle-class White women, age 35-92, were surveyed in 1987-1989. A multiple indicator measurement model of the HBM constructs of perceived susceptibility, severity, benefits, and barriers was verified with confirmatory factor analysis. Physician input alone accounted for 25% of the variance in compliance; HBM constructs alone, 16%. HBM constructs accounted for 7% additional variance in compliance beyond all other predictors and thus may be a fruitful focus for interventions to increase screening rates.

Increasing screening mammography in asymptomatic women: evaluation of a second-generation, theory-based program.

Two theory-based programs to increase mammography screening rates among asymptomatic women were implemented and evaluated in the community. One program (E) was based on the Health Belief Model (HBM); the second program (EP) added exercises adapted from the social psychology of compliance. Program impact on screening among 295 primarily Caucasian, middle-class women was evaluated against untreated controls (C) over a 6-month period. Both programs led to increases in HBM components (Perceived Susceptibility, and Perceived Benefits) and Intentions to obtain a mammogram. Screening rates 2 to 3 times higher were observed in the EP and E over C conditions; EP and E did not differ. A mediational model of compliance illustrated the interplay of HBM components in the compliance process.