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Energizing and De-Motivating Effects of Norm-Conflict

Energizing and De-Motivating Effects of Norm-Conflict Norms have a pervasive influence on behavior, yet previous research has not addressed that people often face conflicting norms from multiple ingroups. The current research addresses this gap in the context of proenvironmental behavior and demonstrates two effects predicted by the novel theoretical position we offer: People can be de-motivated by norm-conflict, or conversely, norm-conflict can encourage people to take action. Studies 1 and 2 demonstrated that norm-conflict is associated with increased perceived effectiveness for those with positive attitudes to the issue and reduced perceived effectiveness for those with moderate attitudes, and effectiveness perceptions mediated an indirect effect on behavioral intentions. Study 3 found that perceived effectiveness also moderates the effects of norm-conflict such that norm-conflict only influences intentions when perceived effectiveness is high. Norm-conflict is both positively and negatively related to behavioral decision making, suggesting additional considerations in the design of social norms-based interventions. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Personality and Social Psychology Bulletin SAGE

Energizing and De-Motivating Effects of Norm-Conflict

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References (52)

Publisher
SAGE
Copyright
© 2013 by the Society for Personality and Social Psychology, Inc
ISSN
0146-1672
eISSN
1552-7433
DOI
10.1177/0146167212464234
pmid
23100542
Publisher site
See Article on Publisher Site

Abstract

Norms have a pervasive influence on behavior, yet previous research has not addressed that people often face conflicting norms from multiple ingroups. The current research addresses this gap in the context of proenvironmental behavior and demonstrates two effects predicted by the novel theoretical position we offer: People can be de-motivated by norm-conflict, or conversely, norm-conflict can encourage people to take action. Studies 1 and 2 demonstrated that norm-conflict is associated with increased perceived effectiveness for those with positive attitudes to the issue and reduced perceived effectiveness for those with moderate attitudes, and effectiveness perceptions mediated an indirect effect on behavioral intentions. Study 3 found that perceived effectiveness also moderates the effects of norm-conflict such that norm-conflict only influences intentions when perceived effectiveness is high. Norm-conflict is both positively and negatively related to behavioral decision making, suggesting additional considerations in the design of social norms-based interventions.

Journal

Personality and Social Psychology BulletinSAGE

Published: Jan 1, 2013

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