Social norms research has identified a range of distinct norms based on different referent groups that confer influence across a number of behaviors. The current survey study extends social norms research in two ways. First, this research tests the distinctiveness of four types of social norms: distal peer descriptive, distal peer injunctive, proximal peer descriptive, and proximal peer injunctive norms. Second, the current study examines the relationship between social norms and intentions to exercise and maintain a healthy diet, and includes self-identity and attention to social comparison information as moderators of the social norms and intention relationship. Results revealed the distinctiveness of the four types of social norms. Proximal peer descriptive and proximal peer injunctive norms were related to intention to exercise and intention to maintain a healthy diet, while distal peer injunctive norms were related only to intention to have a healthy diet. Additionally, self-identity was a significant moderator. Results are discussed within the context of implications for social norms campaigns.

Cultural differences in how attitudes, subjective norms, or perceived behavioural control are related to behavioural intentions can depend on the types of behaviours for which individuals indicate their intention level. When forming intentions to perform a behaviour, some people may consider only their own attitudes, while others may consider the opinions of those who are important to them. Alternatively, while attitudes can be a stronger reason than perceived behavioural control (PBC) for performing a behaviour, PBC can be a stronger reason than attitudes for performing another behaviour.Signing an organ donor registry and having family discussion about organ donation are related but distinct behaviours that individuals need to enact during their lifetime if they wish to donate their organs at the time of their death. The current study focuses on the Theory of Planned Behaviour (TPB; Ajzen, 1985Ajzen, , 1988 and examined the differences between US Americans and Koreans. The shortage of organs available for patients in need of transplants is a significant problem in both the United States and Korea. Examining why individuals intend to sign an organ donor registry and/or to have family discussion about organ donation would provide an understanding of ways to increase deceased organ donation in both countries. Cross-cultural examination of TPB would test generalisability of the theory beyond national boundaries. Theory of Planned Behaviour and Cultural DifferencesThe Theory of Reasoned Action (TRA; Fishbein & Ajzen, 1975) holds that intentions are determined by attitudes and subjective norms. A meta-analysis found that attitudes and subjective norms were predictive of intentions in many topical areas, including safe sex, exercise, blood donation, and purchasing behaviours (Sheppard, Hartwick, & Warshaw, 1988). TRA can be limited, because it is supposed to apply to volitional behaviours. To address this limitation, Ajzen (1985, 1988) proposed TPB, which includes PBC as a third component. PBC refers to individuals' perception of control over a behaviour (Ajzen, 1985(Ajzen, , 1988 ultural influence on the effects of attitudes, subjective norms, and perceived behavioural control (PBC) on behavioural intentions can vary with types of behaviours. The current study compared American and Korean undergraduates for the effects of each of the Theory of Planned Behaviour components on intentions to sign an organ donor registry and to have family discussion about organ donation. For intentions to sign, results showed that attitudes were a stronger predictor among Americans than Koreans and that PBC was a significant predictor only among Koreans. While attitudes and subjective norms were similarly related to Americans' intentions to sign, subjective norms were more strongly related to Koreans' intentions to sign than attitudes and PBC. For intentions to have family discussion, Americans considered subjective norms to a greater extent than Koreans did. While subjective norms and PBC were more important than attitudes were among...

This study compared African Americans, Asian Americans, Hispanic Americans, Native Americans, and White Americans on their intentions to enroll in a state organ donor registry and to talk with family about organ donation. The overall results showed that attitudes and subjective norms from the theory of planned behavior were significantly related to intention to enroll whereas perceived behavioral control was not. Attitudes, subjective norms, and perceived behavioral control were significantly related to intention to talk with family. The differences among ethnic groups were small, but the relationship between attitudes and intention to enroll was stronger for Asian Americans and weaker for African Americans than for White Americans. The implications of these and other findings are discussed for organ donation campaigns.

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Individuals can register as organ donors via state organ donor registries. But when individuals wish to donate their organs in the future, it is also important for them to engage in family discussion about these wishes. In many cases of organ donation, family members need to consent to the wishes of the deceased. In order to better understand possible reasons why young people may or may not engage in family discussions about organ donation, the current study focused on undergraduate students. Because they are young, undergraduates and their family members may be less likely to think about a possibility for their untimely death. Because of their youth, however, if undergraduates face an unfortunate deadly accident, they can become deceased donors well-suited for saving many others' lives. Undergraduate participants (n = 461) in the United States responded to a questionnaire assessing two dimensions of family communication patterns (conformity and conversation orientations), altruism, attitudes about organ donation, intention to sign an organ donor card, and willingness to talk to family about organ donation. Findings showed that attitude toward organ donation was a stronger predictor of willingness to engage in family discussion when a conformity orientation was high than when it was low (simple slopes, b = 0.28 versus b = 0.07). On the other hand, intention to sign a donor card was a stronger predictor of willingness to engage in family discussion when a conversation orientation was high than when it was low (simple slopes, b = 0.70 versus b = 0.45). Additionally, willingness to engage in family discussion was positively related to the self-reported behavior of family discussion about organ donation one week later.