Direct experience and the strength of the personal norm - Behavior relationship

This study investigates whether the behavioral influence of personal norms with regard to repeated pro-social behavior depends on direct experience of this behavior. Based on previous norm and attitude research, it is hypothesized that (a) direct experience strengthens the influence of personal norms on behavior, and (b) direct experience is a stronger moderator in this case than in the attitude behavior case. The case in question is the purchase of organic red wine. It is found that the outcome of consumers' choice between organic and nonorganic wine depends on their personal (moral) norms, after controlling for attitudes and subjective social norms. However, the influence of personal norms, though not of attitude, depends on whether the consumer has direct experience of buying organic red wine. Hence, both hypotheses are confirmed. (C) 2002 Wiley Periodicals, Inc.