Social and Behavioral Sciences Commons^™

Testing For A Descriptive And Injunctive Norm Interaction In Promoting Health Behavior, Robert E. Low

Master's Theses

Social norms-based interventions have demonstrated efficacy as tools for behavior change interventions. Nonetheless, there is some theoretical and empirical evidence that the efficacy of injunctive norms-based appeals can be undermined by their tendency to 1) arouse psychological reactance among participants, and 2) inadvertently imply that few others are completing the target behavior. The author hypothesizes that supplementing an injunctive appeal with evidence of a supporting descriptive norm will counteract these problematic tendencies. The present research describes a test of of this hypothesis in the context of an intervention to fight H1N1 on campus. Boxes of sanitizing keyboard wipes were placed …