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Record number 406663
Title To Think or Not to Think:The Effect of Cognitive Deliberation on the Influence of Injunctive Versus Descriptive Social Norms
Author(s) Melnyk, V.; Herpen, E. van; Fischer, A.R.H.; Trijp, H.C.M. van
Source Psychology & marketing 28 (2011)7. - ISSN 0742-6046 - p. 709 - 729.
Department(s) Marketing and Consumer Behaviour
Publication type Refereed Article in a scientific journal
Publication year 2011
Keyword(s) planned behavior - persuasion - attitudes - focus - believability - involvement - consumption - resistance - reactance - consumer
Abstract Consumers can process information containing social norms at different cognitive deliberation levels. This paper investigates the effect of cognitive deliberation for both descriptive and injunctive norms. The experimental study examines the consequences for attitudes and behavioral intentions of these two norm formulations under different levels of deliberation. Results show that (1) cognitive load limits the influence of both norm formulations, and (2) cognitive deliberation increases the effect of descriptive and decreases the effect of injunctive norms. The positive and negative thoughts made salient by the information are shown to lead to these consequences. Marketers therefore need to consider the context and channels in which social norms are communicated, as this can affect the motivation, ability, and/or opportunity of consumers to process the information.
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