Believe it or not? Examining how one’s own normative beliefs impact the perceived credibility of descriptive norms-based messages

ABSTRACT

A large body of norms-based research has demonstrated that descriptive norm appeals in health messages can shape message viewers’ normative beliefs, which then impact persuasive outcomes. This study, however, suggests that, at least for some health topics (here, a mask-wearing campaign), descriptive norm appeals do not change message recipients’ normative beliefs. Instead, one’s own normative beliefs may function as a moderator for the effect of norm appeals on message credibility and subsequent persuasive outcomes. Specifically, a positive (negative) indirect effect was observed (descriptive norm appeals – message credibility – perceived message effectiveness – behavior intentions) when viewers’ own normative beliefs were more consistent (inconsistent) with what the descriptive norm appeal indicated. Both theoretical and practical implications are discussed.

KEYWORDS:

• Social norms
• descriptive norms
• message credibility
• health communication

Disclosure statement

No potential conflict of interest was reported by the author(s).

Additional information

Notes on contributors

Buduo Wang

Buduo Wang (M.A., The University of Texas at Austin) is a Ph.D. candidate at the Stan Richards School of Advertising and Public Relations at the University of Texas at Austin. His research looks at social and psychological factors associated with advertising processing, particularly in the context of health communication.

Natalie Brown-Devlin

Natalie Brown-Devlin (Ph.D., The University of Alabama) is an assistant professor at the Stan Richards School of Advertising & Public Relations and the Associate Director for Research in the Center for Sports Communication & Media at the University of Texas at Austin. Her research interests include social identity, sports communication, digital media, and crisis communication.