This article identifies four factors for consideration in norms‐based research to enhance the predictive ability of theoretical models. First, it makes the distinction between perceived and collective norms and between descriptive and injunctive norms. Second, the article addresses the role of important moderators in the relationship between descriptive norms and behaviors, including outcome expectations, group identity, and ego involvement. Third, it discusses the role of both interpersonal and mass communication in normative influences. Lastly, it outlines behavioral attributes that determine susceptibility to normative influences, including behavioral ambiguity and the public or private nature of the behavior.

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We revisit some ideas from our previous article on social norms by conceptualizing norms as dynamic entities that both affect and are affected by human action; elaborating on the distinction between collective and perceived norms; summarizing key findings from studies that have adopted the theory of normative social behavior (TNSB) and thereby proposing guidelines for further expanding the purview of the TNSB; discussing the attribute-centered approach as a framework for focusing on behavioral characteristics; and highlighting areas for further inquiry into social norms.

The Extended Parallel Process Model (EPPM; Communication Monographs, 59, 1992, 329) is a predominant message design theory in the social science fear appeal literature that provides a framework for effective communication of health‐related information. This paper provides a review and update of the theory and the use of fear appeals in persuasion. First, a brief overview of the EPPM is provided. Then, Littlejohn and Foss (Theories of Human Communication, 2005, Belmont, CA: Thomson Wadsworth) criteria for evaluation of theory are used as a guide for reviewing research guided by the EPPM in terms of the consistency of data with theoretical predictions, how it has been adjusted and extended through research findings, and a discussion of future research to expand social scientific knowledge about fear appeals and persuasion. It is concluded that the EPPM has advanced our understanding of how fear appeals operate and continues to generate questions for research in risk messaging.

Self-construal is thought to mediate and explain the effects of culture on a wide variety of outcome variables. A meta-analysis of published cross-cultural self-construal research is reported in this article, and the results across studies suggests that the evidence for the predicted cultural differences is weak, inconsistent, or nonexistent. The results of 3 priming experiments (N = 121, N = 99, and N = 361) suggest that (a) priming does not account for the inconsistent results observed in the meta-analysis, (b) that scores on a self-construal scale appear to be measuring trait-like constructs that are not sensitive to priming, and (c) that measures of self-construals lack convergent validity. The results of several measurement studies (N = 121, 223, 230, 323, 214, 206, 126, 204, 148, 141, and 150) were inconsistent with the a priori two-factor measurement model in every case. Self-construal scales were found to be radically multidimensional and highly unstable within and across cultures. These results lead us to conclude that catastrophic validity problems exist in research involving the use of self-construal scales in cross-cultural research.

In recent years researchers have focused attention on understanding the role of normative factors in influencing behaviors. Although there is some evidence to support the idea that restructuring normative beliefs can result in behavior change, the norms literature is largely silent about how or why this influence occurs. The theory of normative social behavior describes the moderators of the descriptive norm-behavior relationship. Through a 2 (descriptive norms: high or low) x 2 (perceived benefits: high or low) x 2 (similarity: high or low) between-subjects experiment (N = 174), we tested whether these cognitive mechanisms moderated the norms-behavior link. Results indicated that descriptive norms do not exert a direct influence on behavior. Rather, perceived benefits moderated the relationship between descriptive norms and behavioral intention and perceived similarity moderated the relation between descriptive norms and self-efficacy.

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Gender stereotypes in the mass media perpetuate traditional views of women that may influence children's perceptions of women in science, engineering, and technology. This study used a randomized posttest-only control group design to determine the efficacy of media literacy training on middle school-aged children's perceptions of scientists. Participants were randomly assigned to one of three conditions: discussion, discussion plus viewing of television and film clips that featured images of women, or a control. A total of 304 seventh-grade students were asked to complete the Draw-A-Scientist Test and to write down the source of information for their drawings. Across conditions, boys were more likely than girls to draw male scientists, and girls were more likely than boys to draw female scientists. Boys also were more likely to depict other stereotypes of scientists. Media sources were listed as the primary source of information for the drawings.