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 549973
Title The Mechanisms of Social Norms' Influence on Consumer Decision Making : A Meta-Analysis
Author(s) Melnyk, Vladimir; Herpen, Erica Van; Jak, Suzanne; Trijp, Hans C.M. Van
Source Zeitschrift fur Psychologie / Journal of Psychology 227 (2019)1. - ISSN 2190-8370 - p. 4 - 17.
DOI https://doi.org/10.1027/2151-2604/a000352
Department(s) WASS
Marketing and Consumer Behaviour
Publication type Refereed Article in a scientific journal
Publication year 2019
Keyword(s) decision making Funding: Suzanne Jak was supported by grant NWO-VENI-451-16-001 from the Netherlands Organization for Scientific Research (NWO) Authorship: The first two authors contributed equally. - descriptive norm - injunctive norm - meta-analysis - social norm
Abstract

In the past decades, marketing practitioners have embraced social norms as a powerful instrument of influencing consumers' behavior. An important distinction has been made between descriptive norms (what most others do) and injunctive norms (what others approve of), and this meta-analysis across 297 studies examines the effects of these types of social norms on consumer decision-making processes. We argue that descriptive norms directly influence behavior, and consequently that their effect on behavior should be stronger than that of injunctive norms. Injunctive norms, by contrast, should be more strongly related to intentions than descriptive norms. Results of the meta-analysis support these predictions, and furthermore provide new insights into the moderating effects of aspects of the norm (specificity of the norm, norm source) and of the target person (gender, age).

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