Journal
HEALTH COMMUNICATION
Volume 22, Issue 2, Pages 133-142Publisher
LAWRENCE ERLBAUM ASSOC INC-TAYLOR & FRANCIS
DOI: 10.1080/10410230701454049
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Social norms have been shown to impact behaviors, but with mixed results. The theory of normative social behavior delineates factors that moderate the relationship between descriptive norms and behaviors, and it addresses the attributes of behaviors that make them susceptible to normative influence. This study tests whether group orientation moderates the impact of descriptive norms on water conservation attitudes and behavioral intentions. Findings indicate a consistent pattern of interactions for descriptive norms and group orientation on both attitudes and behavioral intent. Implications for normative theory and campaign design are addressed.
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