Norms As Standards Vs. Self-Descriptions: How Dynamic Information Shifts Interpretation of Normative Messages

Sokiente Dagogo-Jack, University of Washington, USA
Joshua Beck, University of Cincinnati
Nidhi Agrawal, University of Washington, USA
The authors explore the effects of highlighting improvement in a population’s exercise habits on fitness-related purchase behavior. Whereas consumers generally conform to norms—increasing fitness intentions when the exercise norm is high (vs. low)—the authors find that this relationship reverses when the norm is also improving.
[ to cite ]:
Sokiente Dagogo-Jack, Joshua Beck, and Nidhi Agrawal (2014) ,"Norms As Standards Vs. Self-Descriptions: How Dynamic Information Shifts Interpretation of Normative Messages", in NA - Advances in Consumer Research Volume 42, eds. June Cotte and Stacy Wood, Duluth, MN : Association for Consumer Research, Pages: 276-281.