How Behaviors are Influenced by Perceived Norms

By Rajiv N. Rimal, Kevin Real. Communication Research, 2005

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Mass Media Effects on Youth Sexual Behavior Assessing the Claim for Causality (2011, background): “When linked with the fi nding that descriptive norms infl uence young people’s behavior (Rimal & Real, 2005), the availability heuristic provides additional insight into how exposure to sexual media may facilitate the application of media acquired sexual scripts.”
Descriptive normative beliefs and conservation behavior: The moderating roles of personal involvement and injunctive normative beliefs (2009, background): “…showing a stronger relationship between descriptive norms and behavior for those participants with a high identification with their reference group (Rimal & Real, 2005; see also Hogg, 2003; Jetten & Spears, 1997; McAuliffe, Jetten, Hornsey, & Hogg, 2003; Terry & Hogg, 1996; van Knippenberg, 2000).”
The Motivating Role of Dissociative Out-Groups in Encouraging Positive Consumer Behaviors (2014, background): “…part of their own membership group (Terry and Hogg 1996; White, Smith, and Terry 2009), or who have other desirable qualities such as being likeable (Eagly and Chaiken 1993), attractive (Argo, Dahl, and Morales 2008), or similar to the consumer in some way (Jiang et al. 2010; Rimal and Real 2005).”