Morality and prosocial behavior: the role of awareness, responsibility, and norms in the norm activation model
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Published on: September 28, 2018
Judith I M De Groot1, Linda Steg
1Bournemouth University, School of Design, Engineering and Computing, Psychology, Poole, United Kingdom. jdgroot@bournemouth.ac.uk
Abstract:
The authors examined the relationships between variables included in the Norm Activation Model (NAM; S. H. Schwartz, 1977) of prosocial behavior. Specifically, they evaluated the strength of 2 commonly used interpretations of this model: the NAM as a mediator model and the NAM as a moderator model. For the most part, 5 studies focusing on a variety of prosocial intentions and behavior support the NAM as a mediator model. Furthermore, these studies validate past research by showing that variables included in the NAM are powerful in explaining a diversity of prosocial intentions and behavior in the social and environmental contexts.
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