Descriptive norms as an additional predictor in the theory of planned behaviour: A meta-analysis

Abstract

This study used meta-analysis: (a) to quantify the relationship between descriptive norms and intentions, and (b) to determine the increment in variance attributable to descriptive norms after variables from the theory of planned behaviour (TPB; Ajzen, 1991) had been controlled. Literature searches revealed twenty-one hypotheses based on a total sample of N = 8097 that could be included in the review. Overall, there was a medium to strong sample-weighted average correlation between descriptive norms and intentions (r+ = .44). Regression analysis showed that descriptive norms increased the variance explained in intention by 5 percent after attitude, subjective norm, and perceived behavioural control had been taken into account. Moderator analyses indicated that younger samples and health risk behaviours were both associated with stronger correlations between descriptive norms and intentions. Implications of the findings for the conceptualization of social influences in the TPB are discussed.T he theory of planned behaviour (TPB; Ajzen, 1991) is perhaps the most influen tial theory for the prediction of social and health behaviours. This model is an extension of the theory of reasoned action (TRA; Ajzen & Fishbein, 1980) and incorporates both social influences and personal factors as predictors. Social influences are conceptualized in terms of the pressure that people perceive from important others to perform, or not to perform, a behaviour (subjective norm). Subjective norm is determined by beliefs about the extent to which important others want them to perform a behaviour (normative beliefs, e.g., "My friends think that I should engage in a binge drinking session") multiplied by one's motivation to comply with those people's views (e.g., "I generally want to do what my friends think I should do"). Subjective norms are proposed to influence behaviour through their impact upon intentions, (e.g., "I intend to engage in a binge drinking session"). Intentions summarize a person's motivation to act in a particular manner and indicate how hard the person is willing to try and how much time and effort he or she is willing to devote in order to perform a behaviour. Also important in the prediction of intentions are people's positive or negative evaluations of their performing a behaviour (attitudes, e.g., "For me, engaging in a binge drinking session would be wise/foolish") and the degree of control that they believe they have over performing the behaviour (perceived behavioural control, e.g., "Engaging in a binge drinking session is entirely under/outside my control"). Like subjective norms, attitudes and perceived behavioural control are determined by cer-

Personal and Psychosocial Predictors of Doping Use in Physical Activity Settings: A Meta-Analysis

“…By comparing alternative nested models, we also found that perceived norms had a direct effect on doping behaviors. These results are slightly unexpected because in the TPB literature perceived norms are often found to be the weakest, or even non-significant, predictor of intentions [111,112]. However, unlike many non-doping related TPB studies that assessed social norms through subjective norms (i.e., perceived social approval of doping), many of the studies we analyzed assessed other aspects of social norms, such as descriptive norms (i.e., what significant others themselves do).…”

“…For example, it is unclear whether observing the doping behavior of others is of greater motivational importance compared to perceived social pressure from others. Finally, Rivis and Sheeran's [111] observation that young people are particularly susceptible to descriptive norms suggests that interventions with adolescent groups should be bespoke to the needs of that group in order to foster a strong sense of individuality and uniqueness.…”

“…Thus, related interventions should be more intensive for this age group and greater attention should be afforded to peer influence and related socio-emotional processes that facilitate risky behavior under social pressure [116,117]. For example, forging a unique and individual identity could be important in this context as adolescents appear particularly susceptible to descriptive norms [111].…”

Identifying and understanding barriers to sexually transmissible infection testing among young people

“…The use of the words "normal" and "normalised" in the quotes below highlights the importance of descriptive norms in countering stigma to influence young people's STI testing behaviour: [7] …”

“…[3][4][5][6] It is important to note that although the TPB focuses on injunctive norms -a desire to comply with the perceived wishes of others -young people are also sensitive to descriptive norms -perceptions of the behaviour of others. [3,7] There may therefore be a need to add descriptive norm measures to the TPB to increase its utility. Other variables not specified in the TPB that may be influence STI testing include an individual's sexual history and STI testing history.…”