The Cognitive and Emotional Components of Behavior Norms in Outdoor Recreation

Behavioral norms consist of two components: a cognitive component of obligation that is thememory repository of social standards, and an emotional component of sanctions that are the feelings and physiological states that result when actual behavior is consistent or not consistent with the obligation. This article analyzes the cognitive and emotional components of norms identiŽ ed in three studies of behaviors (littering, controlling dogs while cross country skiing, and bikers and skaters warning when passing) in outdoor recreation settings. All three studies provide data on obligations to behave a particular way and internal and informal sanctions for correct or incorrect behavior. Obligations for all the behaviors were highly crystallized and were not statistically different. Internal sanctionswere shameandguilt, and informal sanction was embarrassment. The intensity of the norms was determined by summing individuals’ responses for shame, guilt, and embarrassment. The power and prevalence of the norms were determined by cross tabulating obligations by intensities. Intensity, power, and prevalence were very high for littering and failing to control your dog while cross country skiing, but were very low for skaters and bikers failing to warn when passing slower users on a multiple use trail. Measuring sanctions is shown to be critical to determining the intensity, power, and prevalence of behavioral norms. Suggestions are given for ways to include sanctions in studies of social and environmental condition norms.