Energizing and De-Motivating Effects of Norm-Conflict

McDonald, Rachel I., Fielding, Kelly S. and Louis, Winnifred R. (2013) Energizing and De-Motivating Effects of Norm-Conflict. Personality and Social Psychology Bulletin, 39 1: 57-72. doi:10.1177/0146167212464234

Author McDonald, Rachel I.
Fielding, Kelly S.
Louis, Winnifred R.
Title Energizing and De-Motivating Effects of Norm-Conflict
Journal name Personality and Social Psychology Bulletin   Check publisher's open access policy
ISSN 0146-1672
Publication date 2013-01-01
Year available 2012
Sub-type Article (original research)
DOI 10.1177/0146167212464234
Volume 39
Issue 1
Start page 57
End page 72
Total pages 16
Place of publication Thousand Oaks, CA United States
Publisher Sage Publicaitons
Language eng
Formatted abstract
Norms have a pervasive influence on behavior, yet previous research has not addressed that people often face conflicting norms from multiple ingroups. The current research addresses this gap in the context of proenvironmental behavior and demonstrates two effects predicted by the novel theoretical position we offer: People can be de-motivated by norm-conflict, or conversely, norm-conflict can encourage people to take action. Studies 1 and 2 demonstrated that norm-conflict is associated with increased perceived effectiveness for those with positive attitudes to the issue and reduced perceived effectiveness for those with moderate attitudes, and effectiveness perceptions mediated an indirect effect on behavioral intentions. Study 3 found that perceived effectiveness also moderates the effects of norm-conflict such that norm-conflict only influences intentions when perceived effectiveness is high. Norm-conflict is both positively and negatively related to behavioral decision making, suggesting additional considerations in the design of social norms-based interventions.
Keyword Social norms
Norm conflict
Proenvironmental behavior
Perceived effectiveness
Q-Index Code C1
Q-Index Status Confirmed Code
Institutional Status UQ
Additional Notes Published online before print October 25, 2012

Document type: Journal Article
Sub-type: Article (original research)
Collections: Institute for Social Science Research - Publications
Official 2014 Collection
School of Psychology Publications
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Citation counts: TR Web of Science Citation Count  Cited 27 times in Thomson Reuters Web of Science Article | Citations
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