Effect of Perceived Descriptive Norm on Physical Distancing: A Perspective from Impression Management Motives

While descriptive norms greatly shape behavior, their role in activating impression management motives remains understudied. The present study examined whether perceived descriptive norm promotes physical distancing through impression management motives, as well as the moderating effect of trait reactance. Three online studies were conducted with full-time employees in China: Studies 1 and 2 were correlational (n = 484 each), examining the mediating effects of social and moral impression management motives and the moderating effect of trait reactance respectively. Study 3 (n = 300) experimentally manipulated perceived descriptive norm (descriptive norm vs. control condition) and tested the full model using both self-reported and virtual image-based physical distancing intentions. Results showed that perceived descriptive norm promoted physical distancing by activating social impression management motive. Moreover, this effect was stronger for individuals higher in trait reactance. These findings highlight how leveraging descriptive norms can strategically promote physical distancing.