In a four-wave longitudinal study with N = 1,321 adolescents in Germany, we examined the impact of class-level normative beliefs about aggression on aggressive norms and behavior at the individual level over the course of 3 years. At each data wave, participants indicated their normative acceptance of aggressive behavior and provided self-reports of physical and relational aggression. Multileve...

This study has adopted and refined Ajzen’s theory of planned behavior, theory of reasoned action, and the value–belief–norm theory by Stern et al. to investigate the effects of normative beliefs, attitudes, and social norms on pro-environmental behavioral intentions. A total of 391 valid responses were collected from visitors to a theme park in Taiwan. A structure equation analysis indicated th...

Can the media reduce intergroup prejudice and conflict? Despite the high stakes of this question, understanding of the mass media’s role in shaping prejudiced beliefs, norms, and behavior is limited. A yearlong field experiment in Rwanda tested the impact of a radio soap opera featuring messages about reducing intergroup prejudice, violence, and trauma in 2 fictional Rwandan communities. Compar...

Can the media reduce intergroup prejudice and conflict? Despite the high stakes of this question, understanding of the mass media's role in shaping prejudiced beliefs, norms, and behavior is limited. A yearlong field experiment in Rwanda tested the impact of a radio soap opera featuring messages about reducing intergroup prejudice, violence, and trauma in 2 fictional Rwandan communities. Compar...

This paper responds to the call for culturally-relevant intervention research by introducing a methodology for identifying community norms and resources in order to more effectively implement sustainable interventions strategies. Results of an analysis of community norms, specifically attitudes toward gender equity, are presented from an HIV/STI research and intervention project in a low-income...

In this paper the results of several agent-based simulations, aiming to test the role of normative beliefs in the emergence and innovation of social norms, are presented and discussed. Rather than mere behavioral regularities, norms are here seen as behaviors spreading to the extent that and because the corresponding commands and beliefs do spread as well. On the grounds of such a view, the pre...

Taxpayers may justify non-compliant behaviour with the perceived high prevalence (descriptive norm) or high acceptability (injunctive norm) of tax non-compliance in the population. However, their perception may be distorted: their taxpaying behaviour may follow misperceived norms and reflect ‘pluralistic ignorance’. In an experimental questionnaire study focusing on the injunctive norm, psychol...

The use of social sanctions against behaviour which contradicts a set of informal rules is often an important element in the functioning of informal institutions in traditional societies. In the social sciences, sanctioning behaviour has often been explained in terms of the internalisation of norms that prescribe the sanctions (e.g. Parsons 1951) or the threat of new sanctions against those who...

Humans can be characterized by a disposition to act, to believe and to feel in ways that are guided by norms and correspondingly by a disposition to experience certain feelings when norms are violated. Norms are fundamental to social life and the capacity to accept norms is a universal human biological and social adaptation. Norms serve the function of coordinating actions, beliefs, and feeling...