Attitudinal and normative processes in health behavior

Abstract

Given the importance of the distinction between attitudes and subjective norms for a variety of theories and interventions in social cognition and in the psychology of health, the present article presents a review of the relevant literature. Criticisms raised against the distinction include conceptual arguments, large correlations between attitudes and subjective norms, crossover effects, and methodological issues. Points in favor of the distinction include discriminant validity data, individual differences in the weights placed on attitudes and subjective norms, experimental manipulations of attitudes and subjective norms, and cognitive clustering of the beliefs presumed to underlie attitudes and subjective norms. Finally, implications of the distinction for recent research on interventions, social identity theory, and the self are considered.

Key Words:

• Attitudes
• subjective norms
• health behavior.