|
If you are seeing this message, you may be experiencing temporary network problems. Please wait a few minutes and refresh the page. If the problem persists, you may wish to report it to your local Network Manager.
It is also possible that your web browser is not configured or not able to display style sheets. In this case, although the visual presentation will be degraded, the site should continue to be functional. We recommend using the latest version of Microsoft or Mozilla web browser to help minimise these problems.
Wiley InterScience | ||||||||||||||
  Communication TheoryVolume 15 Issue 2, Pages 127 - 147 Published Online: 10 Jan 2006 © 2010 International Communication Association Published on behalf of the International Communication Association
Abstract | References | Full Text: PDF (Size: 103K) | Related Articles | Citation Tracking  An Explication of Social Norms Copyright 2005 International Communication Association ABSTRACTThis article identifies four factors for consideration in norms-based research to enhance the predictive ability of theoretical models. First, it makes the distinction between perceived and collective norms and between descriptive and injunctive norms. Second, the article addresses the role of important moderators in the relationship between descriptive norms and behaviors, including outcome expectations, group identity, and ego involvement. Third, it discusses the role of both interpersonal and mass communication in normative influences. Lastly, it outlines behavioral attributes that determine susceptibility to normative influences, including behavioral ambiguity and the public or private nature of the behavior. | 
| |||||||||||||
