To Think Or Not to Think: the Effect of Cognitive Deliberation on Social Norm Influence

Vladimir Melnyk, Wageningen University, The Netherlands
Erica van Herpen, Wageningen University, The Netherlands
Arnout Fischer, Wageningen University, The Netherlands
Hans C.M. van Trijp, Wageningen University, The Netherlands
This study examines the effect of descriptive and injunctive norms under different levels of cognitive deliberation. Results show that whereas cognitive load limits the influence of both norms, cognitive deliberation increases the effect of descriptive and decreases the effect of injunctive norms due to the valence of activated thoughts.
[ to cite ]:
Vladimir Melnyk, Erica van Herpen, Arnout Fischer, and Hans C.M. van Trijp (2011) ,"To Think Or Not to Think: the Effect of Cognitive Deliberation on Social Norm Influence", in NA - Advances in Consumer Research Volume 38, eds. Darren W. Dahl, Gita V. Johar, and Stijn M.J. van Osselaer, Duluth, MN : Association for Consumer Research.