THE TRANSSITUATIONAL INFLUENCE OF SOCIAL NORMS
THE TRANSSITUATIONAL INFLUENCE OF SOCIAL NORMS
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DOI：
10.1037/0022-3514.64.1.104
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发表时间：
1993-01-01
影响因子：
7.6
通讯作者：
KALLGREN, CA
中科院分区：
文献类型：
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作者：
RENO, RR;CIALDINI, RB;KALLGREN, CA
三项研究考察了两种类型的社会规范之间概念区别的行为含义：描述性规范，指定在特定环境中通常做什么，以及禁令性规范，指定社会通常认可的行为。使用反对乱扔垃圾的社会规范，禁令性规范显着性程序在不同情况下的行为影响比描述性规范显着性程序更强大。无论环境是否干净或乱扔垃圾（研究 1），也无论 Ss 乱扔垃圾的环境与引发规范的环境是否相同或不同（研究 2 和 3），将 Ss 重点放在强制规范上都会抑制乱扔垃圾。将 Ss 重点放在描述性规范上的影响要小得多。讨论了规范行为焦点理论的概念含义以及增加社会期望行为的实际含义。
Three studies examined the behavioral implications of a conceptual distinction between 2 types of social norms: descriptive norms, which specify what is typically done in a given setting, and injunctive norms, which specify what is typically approved in society. Using the social norm against littering, injunctive norm salience procedures were more robust in their behavioral impact across situations than were descriptive norm salience procedures. Focusing Ss on the injunctive norm suppressed littering regardless of whether the environment was clean or littered (Study 1) and regardless of whether the environment in which Ss could litter was the same as or different from that in which the norm was evoked (Studies 2 and 3). The impact of focusing Ss on the descriptive norm was much less general. Conceptual implications for a focus theory of normative conduct are discussed along with practical implications for increasing socially desirable behavior.