期刊
JOURNAL OF MARKETING
卷 86, 期 3, 页码 98-120出版社
SAGE PUBLICATIONS INC
DOI: 10.1177/00222429211029199
关键词
cultural influence; meta-analysis; reactance; social approval; social influence; social marketing; social norms marketing; social norm
类别
Social norms have an impact on consumer behavior, especially on disapproved behaviors. The effect of social norms on consumer behavior is stable across time and cultures for approved behaviors, but has grown stronger for disapproved behaviors, particularly in survival and traditional cultures.
Social norms shape consumer behavior. However, it is not clear under what circumstances social norms are more versus less effective in doing so. This gap is addressed through an interdisciplinary meta-analysis examining the impact of social norms on consumer behavior across a wide array of contexts involving the purchase, consumption, use, and disposal of products and services, including socially approved (e.g., fruit consumption, donations) and disapproved (e.g., smoking, gambling) behaviors. Drawing from reactance theory and based on a cross-disciplinary data set of 250 effect sizes from research spanning 1978-2019 representing 112,478 respondents from 22 countries, the authors examine the effects of five categories of moderators of the effectiveness of social norms on consumer behavior: (1) target behavior characteristics, (2) communication factors, (3) consumer costs, (4) environmental factors, and (5) methodological characteristics. The findings suggest that while the effect of social norms on approved behavior is stable across time and cultures, their effect on disapproved behavior has grown over time and is stronger in survival and traditional cultures. Communications identifying specific organizations or close group members enhance compliance with social norms, as does the presence of monetary costs. The authors leverage their findings to offer managerial implications and a future research agenda for the field.
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