Journal
HEALTH COMMUNICATION
Volume 35, Issue 14, Pages 1732-1734Publisher
ROUTLEDGE JOURNALS, TAYLOR & FRANCIS LTD
DOI: 10.1080/10410236.2020.1838091
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How social norms are formed likely has a bearing on the mechanisms underlying their effects on behavioral outcomes. We propose three mechanisms of norms formation - through direct experience, symbolically through media, or imaginatively - and introduce ideas about normative durability, normative subscription, normative volume, personal agency, and polarization of norms - that likely have a bearing on how norms affect behaviors. The COVID-19 pandemic has important implications for how norms are formed, which in turn invoke different underlying mechanisms in the relationship between social norms and behaviors. We propose a number of hypotheses for future studies to test.
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