When We Do What We See: The Moderating Role of Social Motivation on the Relation Between Subjective Norms and Behavior in the Theory of Planned Behavior

Abstract

Two studies tested whether increased social motivation was associated with nondeliberative, or direct, effects of descriptive norms and injunctive norms on behavior in the context of the theory of planned behavior (Ajzen, 1991). In a 2-week longitudinal study, 142 participants in Study 1 completed planned behavior measures (injunctive and descriptive norms, perceptions of behavioral control, intentions and actual behavior) and perceptions of social motivation for 9 behaviors nested within individuals. Hierarchical linear modeling results indicated that increased social motivation was associated with a direct effect of descriptive norms and an inverse effect of injunctive norms (suppressor effect) on behavior. Using 56 participants in an experimental design, Study 2 threatened the need to belong with a rejection manipulation. Results indicated that norms only directly influenced behaviors where rejection was made salient. Altogether the results indicate that subjective norms will have nondeliberative effects on behaviors as social motivations increase.

Notes

¹Due to length constraints, please contact author for descriptive statistics for each study.

Note. Degrees of freedom for all t ratios = 112; t tests are one-tailed. BEH = behavioral estimates; INT = intentions, PBC = perceived behavioral control; INJN = injunctive norms; DN = descriptive norms; SM = social motivation.

*p < .05. **p < .01. †p = .05.

Note. INT = intentions; PBC = perceived behavioral control; INJN = injunctive norms; DN = descriptive norms; SM = social motivation.

*p < .05. **p < .01.

Note. N = 28 for each condition. INT = intentions; INJN = injunctive norms; DN = descriptive norms; PBC = perceived behavioral control; SM = social motivation; BEH = behavioral estimates; AFL = affiliation.

*p < .05. **p < .01. †p < .10.

Note. INT = intentions; INJN = injunctive norms; DN = descriptive norms; PBC = perceived behavioral control; OLS = ordinary least squares.

*p < .05. **p < .01. †p < .10.

²When considering the negative direct main effect of descriptive norms on behavior in the model, it is relevant to note that this effect was qualified by the condition interaction, and probing the interaction indicated that the relation was positive where it was significant.

Note. INJN = injunctive norms; DN = descriptive norms.

*p < .05. **p < .01.