Staff Publications

Staff Publications

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    'Staff publications' is the digital repository of Wageningen University & Research

    'Staff publications' contains references to publications authored by Wageningen University staff from 1976 onward.

    Publications authored by the staff of the Research Institutes are available from 1995 onwards.

    Full text documents are added when available. The database is updated daily and currently holds about 240,000 items, of which 72,000 in open access.

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Record number 400105
Title The Influence of Social Norms in Consumer Decision Making: A Meta-Analysis
Author(s) Melnyk, V.; Herpen, E. van; Trijp, J.C.M. van
Source Advances in Consumer Research 37 (2010). - ISSN 0098-9258 - p. 463 - 464.
Department(s) Marketing and Consumer Behaviour
WASS
Publication type Refereed Article in a scientific journal
Publication year 2010
Abstract Although social norms can substantially impact consumer decision making, understanding of how the specification of the norm determines its impact is limited. This meta-analysis (200 independent studies, 659 effect sizes) examines how aspects of social norm specification determine the effect of norms on attitudes, behavioral intentions, and behavior. It argues and shows that descriptive norms have a larger impact on behavior than injunctive norms, whereas injunctive norms have a larger impact on attitudes than descriptive norms. Effects on behavior are also stronger when norms come from close and concrete sources (vs. authority figures or abstract others) and when the behavior is public (vs. private). No effects were found for specifications of the expected behavior, the consequences, or the target person.
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