Collective Behaviours: Mediation Mechanisms Underlying the Influence of Descriptive and Injunctive Norms.

Area of Science:

• Social Psychology
• Behavioral Science
• Health Behavior

Background:

• Conformity to social norms is driven by informational and normative social influence.
• Existing models may not fully capture the mechanisms behind collective behavior intentions.

Purpose of the Study:

• To investigate the role of outcome expectancy in mediating the relationship between social norms and behavioral intentions.
• To examine how descriptive and injunctive norms influence intentions for collective behaviors, such as hand washing.

Main Methods:

• Two studies were conducted with varying norm types (descriptive vs. injunctive) and levels (low vs. high).
• Participants' intentions to perform collective behaviors were measured.
• The mediating role of outcome expectancy was analyzed.

Main Results:

• Outcome expectancy was positively influenced by descriptive norms in both studies.
• Descriptive norms directly impacted intentions, with outcome expectancy acting as a mediator.
• Injunctive norms also influenced outcome expectancy in the second study.

Conclusions:

• Outcome expectancy is a significant antecedent to behavioral intention.
• It provides an additional mechanism explaining how descriptive norms, and sometimes injunctive norms, affect collective behavior intentions.
• This highlights the importance of perceived outcomes in behavior change strategies.