The Focus Theory of Normative Conduct
In this chapter, the Focus Theory of Normative Conduct is discussed. This theory posits that social norms provide people with decisional shortcuts of how to behave in certain situations, either because it is typical or normal (descriptive social norms) or
- PDF / 408,972 Bytes
- 16 Pages / 504.567 x 720 pts Page_size
- 83 Downloads / 308 Views
The Focus Theory of Normative Conduct F. Marijn Stok and Denise T. D. de Ridder
Contents Basic Theory Descriptive and Injunctive Social Norms Normative Focus
95 96 98
Research in an Applied Context Self-Regulatory Resources Relationship with the Norm Referent Group Using Descriptive or Injunctive Social Norms To Instigate Behavior Change
99 100 102
Detailed Discussion of One Study
103
Recommended Reading
107
102
Guiding Answers to Questions in the Chapter 108 References
108
Basic Theory Human beings are social animals. They do not operate in a vacuum, but instead they are continuously influenced by others human beings. As such, an individual’s emotions, attitudes, and behaviors cannot be viewed separately from the social groups they belong to. Social groups can be as small as a family or as large as a nation or religious group, and every individual belongs to different social groups. Every social group holds certain standards, expectations, and rules for what is “normal” and “appropriate” to feel, think, and do, which have an effect on all members of the group. These standards, expectations, and rules are referred to as social norms. A group’s social norms are often unwritten; yet, they tend to be deeply institutionalized in the group and fully internalized by the group’s members. That is, the social norms that exist in a given individual’s relevant social group will affect that individual not only when there are other group members present (and when there is thus a direct incentive to adhere to the group’s norms), but also when there are no other group members nearby. Definition Box
F. M. Stok · D. T. D. de Ridder (*) Utrecht University, Utrecht, The Netherlands e-mail: [email protected]
Social norms: These are the standards, expectations, and rules held by a social group for what is “normal” and “appropri-
© Springer Nature Switzerland AG 2019 K. Sassenberg, M. L. W. Vliek (eds.), Social Psychology in Action, https://doi.org/10.1007/978-3-030-13788-5_7
95
F. M. Stok and D. T. D. de Ridder
96
ate” to feel, think, and do. A group’s social norms are often unwritten; yet, they tend to be deeply institutionalized in the group and fully internalized by the group’s members.
The influence of social norms is ubiquitous and is generally considered in psychology to be one of the essential drivers of human behavior (e.g., Berkowitz, 1972; Birnbaum & Sagarin, 1976; Sherif, 1936), and social norm-based concepts have long been included in models and theories that aim to predict human behavior (e.g., Bandura, 1977; Fishbein & Ajzen, 1975). However, questions were also being raised about the usefulness of the concept of social norms, with several scholars pointing out the vagueness and overgeneralization of the concept, as well as the highly inconsistent predictive value of social norms (e.g., Darley & Latane, 1970; Marini, 1984; Schwartz, 1973). In response to these criticisms, a theoretical refinement of the concept of social norms, and the manner in which the
Data Loading...
