Journal
JOURNAL OF SOCIAL PSYCHOLOGY
Volume 149, Issue 4, Pages 425-449Publisher
ROUTLEDGE JOURNALS, TAYLOR & FRANCIS LTD
DOI: 10.3200/SOCP.149.4.425-449
Keywords
environmental; norm activation; personal norms; prosocial behavior
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The authors examined the relationships between variables included in the Norm Activation Model (NAM; S. H. Schwartz, 1977) of prosocial behavior. Specifically, they evaluated the strength of 2 commonly used interpretations of this model: the NAM as a mediator model and the NAM as a moderator model. For the most part, 5 studies focusing on a variety of prosocial intentions and behavior support the NAM as a mediator model. Furthermore, these studies validate past research by showing that variables included in the NAM are powerful in explaining a diversity of prosocial intentions and behavior in the social and environmental contexts.
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