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Social norms: a review
[journal article]
Abstract Social norms, as a topic of inquiry, has garnered significant attention from a variety of perspectives in recent years. Because of the rapidly-growing interest in social norms from scholars in multiple disciplines, this area of scholarship is often characterized by a lack of clarity on what constitu... view more
Social norms, as a topic of inquiry, has garnered significant attention from a variety of perspectives in recent years. Because of the rapidly-growing interest in social norms from scholars in multiple disciplines, this area of scholarship is often characterized by a lack of clarity on what constitutes social norms and how key concepts are operationalized. The objectives of this article are to (a) provide a review of the fast-expanding literature on social norms, (b) delineate similarities and differences in key operational definitions, (c) review theories that explicate how norms affect behaviors, (d) propose a revised theoretical framework that helps organize our understanding of normative inf luence on behavior, and (e) provide suggestions for future research in this area. This review highlights the need to consider whether a behavior is enacted spontaneously or after deliberation. If the former, whichever attitude or norm is most salient will likely have a direct effect on behavior. If the latter, we propose that behavioral, individual, and contextual attributes will inf luence the extent to which norms shape behavioral intentions and subsequent behavior. Finally, this review highlights the need for more studies designed to test the causal relationship between social norms and behaviors, as well as those that study norms from a qualitative perspective.... view less
Keywords
behavior; health behavior; social behavior; social norm
Classification
Social Psychology
General Sociology, Basic Research, General Concepts and History of Sociology, Sociological Theories
Document language
English
Publication Year
2016
Page/Pages
p. 1-28
Journal
Review of Communication Research, 4 (2016)
DOI
https://doi.org/10.12840/issn.2255-4165.2016.04.01.008
ISSN
2255-4165
Status
Published Version; peer reviewed