The Effect of Regulatory Focus on the Influence of Injunctive and Descriptive Social Norms

Vladimir Melnyk , Maastricht University, The Netherlands
Erica van Herpen, Wageningen University, The Netherlands
Arnout R. H. Fischer, Wageningen University, The Netherlands
Hans C. M. van Trijp, Wageningen University, The Netherlands
Consumers face social norms in a variety of situations and contexts where different goals can be dominant. This research examines the differential effect of regulatory focus for both descriptive and injunctive norms. Results show that the effect of descriptive norms on attitudes and behavioral intentions is lower when prevention goals are salient then when promotion goals are salient, whereas injunctive norms are not affected by regulatory focus.
[ to cite ]:
Vladimir Melnyk , Erica van Herpen, Arnout R. H. Fischer, and Hans C. M. van Trijp (2011) ,"The Effect of Regulatory Focus on the Influence of Injunctive and Descriptive Social Norms", in NA - Advances in Consumer Research Volume 39, eds. Rohini Ahluwalia, Tanya L. Chartrand, and Rebecca K. Ratner, Duluth, MN : Association for Consumer Research, Pages: 567-568.