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Interpersonal Communication As An Agent Of Normative Influence: A Mixed Method Study Among The Urban Poor In India, Rajiv N. Rimal, Pooja Sripad, Ilene S. Speizer, Lisa M. Calhoun

Prevention and Community Health Faculty Publications

Background

Although social norms are thought to play an important role in couples’ reproductive decisions, only limited theoretical or empirical guidance exists on how the underlying process works. Using the theory of normative social behavior (TNSB), through a mixed-method design, we investigated the role played by injunctive norms and interpersonal discussion in the relationship between descriptive norms and use of modern contraceptive methods among the urban poor in India.

Methods

Data from a household survey (N = 11,811) were used to test the underlying theoretical propositions, and focus group interviews among men and women were then conducted to obtain …