A focus theory of normative conduct: When norms do and do not affect behavior

被引:624
作者
Kallgren, CA [1 ]
Reno, RR
Cialdini, RB
机构
[1] Penn State Univ, Behrend Coll, Dept Psychol, Erie, PA 16563 USA
[2] Arizona State Univ, Tempe, AZ 85287 USA
关键词
D O I
10.1177/01461672002610009
中图分类号
B84 [心理学];
学科分类号
04 ; 0402 ;
摘要
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.
引用
收藏
页码:1002 / 1012
页数:11
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