Liu RW, Cheng Y, Foerster TA. Modeling the Relationship Between Perceived Descriptive Norms and Willingness to Practice COVID-19 Preventative Behaviors: A Test of the Mediation and Moderation Mechanisms in the Theory of Normative Social Behavior.
HEALTH COMMUNICATION 2024;
39:339-351. [PMID:
36628486 DOI:
10.1080/10410236.2023.2165257]
[Citation(s) in RCA: 2] [Impact Index Per Article: 2.0] [Reference Citation Analysis] [Abstract] [MESH Headings] [Track Full Text] [Subscribe] [Scholar Register] [Indexed: 06/17/2023]
Abstract
Social norm has been found to impact compliance with COVID-19 preventative behaviors, including handwashing, wearing a face mask, social distancing, and cleaning and disinfecting frequently touched surfaces. There is, however, a limited understanding of the social norm influence mechanisms and its boundary condition in the context of COVID-19. Guided by the theory of normative social behaviors (TNSB), this study conducted an online survey (N = 336) to examine whether perceived injunctive norms (PIN), outcome expectation (OE), group identity (GID), group orientation (GO), and cultural tightness-looseness (CTL) can moderate and/or mediate the relationship between perceived descriptive norms (PDN) and behavioral intentions (BI) to perform COVID-19 preventative behaviors in the United States. Results showed that whereas OE mediated the PDN-BI relationship to enact all four focal behaviors, PIN mediated the PDN-BI relationship for social distancing, wearing a face mask, and cleaning and disinfecting. However, inconsistent with the predictions, all five moderators (i.e. PIN, OE, GO, GID, and CTL) attenuated, instead of strengthening, the PDN-BI relationships for particular preventative behaviors. Theoretical and practical implications were discussed.
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