Distinctiveness and Influence of Subjective Norms, Personal Descriptive and Injunctive Norms, and Societal Descriptive and Injunctive Norms on Behavioral Intent: A Case of Two Behaviors Critical to Organ Donation

Abstract

The effects of the attitudinal, normative, and perceived behavioral control (PBC) components of the theory of planned behavior and personal-and societal-level descriptive and injunctive norms were investigated with regard to their impact on the intent to enroll on a state organ-donor registry and the intent to engage in family discussion about organ donation. The results indicated that the 5 types of norms were distinct across the 2 behaviors. Different types of norms served as predictors and as moderators for the 2 behavioral intentions. The effects of attitudes toward each behavior and PBC were moderated by personal descriptive norms for behavioral intention to sign and by subjective norms for behavioral intention to talk with family.Many studies conducted from the viewpoint of various theoretical stances, such as the theory of planned behavior (TPB) and the social norms approach (SNA), have found that perceived normative influences have a strong impact on health behaviors and behavioral intentions such as food habits (e.g.

Destination images, holistic images and personal normative beliefs: Predictors of intention to revisit a destination

“…Schmeichel (2012) (2005), and Park and Smith (2007), who argued that subjective norms may enhance or reduce the effect of predicting factors on attitudinal and behavioral responses. Therefore, our expectation is: Overall, the perception of what should be done is shaped by the individual's evaluation of the proposed action, while he or she actually intends to do is driven by the emotional response to that action (Budd & Spencer, 1985).…”

Social Networks and the Communication of Norms About Prenatal Care in Rural Mexico

“…Research demonstrates that what we see others do (i.e., descriptive norms) and what we believe they think we should do (i.e., injunctive norms) influence health and environmental behaviors (Cialdini, Reno, & Kallgren, 1990;Park & Smith, 2007;Rimal, 2008;Rimal & Real, 2005). Moreover, the greater the salience of particular aspects of social norms, the stronger their influence is expected to be (Cialdini et al, 1990).…”

Adoption Factors of m-Commerce in Jordan: From Personal and Societal Norms Perspectives

“…Therefore, [10], decomposed SN into peers influence and superiors influence, others researchers decomposed SN into family, spouse and friends. In this paper, drawing from the human communication research field, we demonstrate the possibility of incorporating [13] decomposing of SN into information systems (IS) research by using PIN, PDN, SIN and SDN factors in the context of m-commerce.…”

“…SN can be divided into two levels: personal and societal levels. Reference [13] defined personal injunctive norm as "individuals' belief regarding approval or disapproval of the behavior in question by those valued others" (p.196) such as family and friends. Whereas, personal descriptive norm as "individuals' beliefs regarding the popularity of the behavior in question among those who are important to the respondent or whose opinion the respondent values" (p.196).…”

“…Findings support that descriptive norm and injunctive norms are antecedents of SN. Reference [13] stated "there are actual levels of descriptive and injunctive norms among a certain group and in their society, individuals can vary in their perception of those norms that exist at both the personal and the societal level"(p.196). This paper for the first time is investigating personal descriptive norm, personal injunctive norm, societal descriptive norm, and societal injunctive norm in m-commerce domain.…”