The Influence of Social Norms in Consumer Decision Making: A Meta-Analysis
Although social norms can substantially impact consumer decision making, understanding of how the specification of the norm determines its impact is limited. This meta-analysis (200 independent studies, 659 effect sizes) examines how aspects of social norm specification determine the effect of norms on attitudes, behavioral intentions, and behavior. It argues and shows that descriptive norms have a larger impact on behavior than injunctive norms, whereas injunctive norms have a larger impact on attitudes than descriptive norms. Effects on behavior are also stronger when norms come from close and concrete sources (vs. authority figures or abstract others) and when the behavior is public (vs. private). No effects were found for specifications of the expected behavior, the consequences, or the target person.
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dig-wur-nl-wurpubs-4001052024-07-16 Melnyk, V. van Herpen, E. van Trijp, J.C.M. Article/Letter to editor Advances in Consumer Research 37 (2010) ISSN: 0098-9258 The Influence of Social Norms in Consumer Decision Making: A Meta-Analysis 2010 Although social norms can substantially impact consumer decision making, understanding of how the specification of the norm determines its impact is limited. This meta-analysis (200 independent studies, 659 effect sizes) examines how aspects of social norm specification determine the effect of norms on attitudes, behavioral intentions, and behavior. It argues and shows that descriptive norms have a larger impact on behavior than injunctive norms, whereas injunctive norms have a larger impact on attitudes than descriptive norms. Effects on behavior are also stronger when norms come from close and concrete sources (vs. authority figures or abstract others) and when the behavior is public (vs. private). No effects were found for specifications of the expected behavior, the consequences, or the target person. en application/pdf https://research.wur.nl/en/publications/the-influence-of-social-norms-in-consumer-decision-making-a-meta- https://edepot.wur.nl/159389 Life Science Wageningen University & Research |
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Life Science Life Science Melnyk, V. van Herpen, E. van Trijp, J.C.M. The Influence of Social Norms in Consumer Decision Making: A Meta-Analysis |
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Although social norms can substantially impact consumer decision making, understanding of how the specification of the norm determines its impact is limited. This meta-analysis (200 independent studies, 659 effect sizes) examines how aspects of social norm specification determine the effect of norms on attitudes, behavioral intentions, and behavior. It argues and shows that descriptive norms have a larger impact on behavior than injunctive norms, whereas injunctive norms have a larger impact on attitudes than descriptive norms. Effects on behavior are also stronger when norms come from close and concrete sources (vs. authority figures or abstract others) and when the behavior is public (vs. private). No effects were found for specifications of the expected behavior, the consequences, or the target person. |
| format |
Article/Letter to editor |
| topic_facet |
Life Science |
| author |
Melnyk, V. van Herpen, E. van Trijp, J.C.M. |
| author_facet |
Melnyk, V. van Herpen, E. van Trijp, J.C.M. |
| author_sort |
Melnyk, V. |
| title |
The Influence of Social Norms in Consumer Decision Making: A Meta-Analysis |
| title_short |
The Influence of Social Norms in Consumer Decision Making: A Meta-Analysis |
| title_full |
The Influence of Social Norms in Consumer Decision Making: A Meta-Analysis |
| title_fullStr |
The Influence of Social Norms in Consumer Decision Making: A Meta-Analysis |
| title_full_unstemmed |
The Influence of Social Norms in Consumer Decision Making: A Meta-Analysis |
| title_sort |
influence of social norms in consumer decision making: a meta-analysis |
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https://research.wur.nl/en/publications/the-influence-of-social-norms-in-consumer-decision-making-a-meta- |
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1813204242805030912 |