Abstract
Two studies provided support for the proposal that the role of norms in attitude-behavior relations can be usefully reconceptualized from the perspective of social identity/self-categorization theory. The first study revealed that the perceived norms of a behaviorally relevant reference group influenced intentions to engage in regular exercise, but only for subjects who identified strongly with the group, whereas the effect of perceived behavioral control (a personal factor) was strongest for low identifiers. Similarly, Study 2 revealed that the effect of group norms on females' intentions to engage in sun-protective behavior was evident only for high identifiers and that the effects of one of the personal variables (attitude) was stronger for low than for high identifiers. Additional results revealed that the perceived group norm predicted subjects' attitude, as did the perceived consequences of performing the behavior. The latter result was evident only for low identifiers.
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1.
1. Though not theoretically central to the theory of planned behavior, it has also been suggested that perceived behavior control may moderate the effects of both attitudes and norms on intentions (see Ajzen & Madden, 1986). As in previous studies, this type of effect was not observed in either of the present studies.
2.
2. Friends and peers at university were regarded as a specific and self-inclusive in-group for all subjects. There were no reports that subjects had difficulty conceiving of this category of people as a well-defined group. They also appeared to have no difficulty indicating the extent to which the group was an enduringly salient component of self-definition (as assessed with the measures of identification).
3.
3. Preliminary analyses revealed that use of a 3-point scale for behavior (i.e., separating subjects who had performed the behavior during at least one of the weeks from subjects who did not perform the behavior during either of the weeks) did not change any of the results reported below (only eight subjects fell into this category).
4.
4. There were insufficient subjects to factor-analyze all the items to determine whether there was evidence of convergent and discriminant validity of the measures. In both studies, however, factor analyses conducted on each of the scales separately revealed that the respective sets of items loaded on a single factor.
5.
5. In instances where the scores on the two categories are split relatively evenly (as in the present study-see Method), either multiple regression or logistic regression is appropriate for use with a dichotomous dependent variable (see Tabachnick & Fidell, 1989). This was confirmed by logistic regression analyses, which revealed the same pattern of results as the multiple regression analyses (as reported in the text).
6.
6. To accord more closely with the procedure recommended by Fishbein and Ajzen (1975) to assess subjective norm, one of the items included in the group norm measure assessed subjects' perceptions of the extent to which group members would want them to perform the behavior. Additional analyses using this item as the only item assessing group norm revealed essentially the same pattern of results as obtained with the three-item scale.
7.
7. Following the procedure outlined by Evans (1991), an additional analysis was performed to provide a direct test of Fishbein and Ajzen's (1975) proposal that the behavioral belief and outcome evaluation items should combine multiplicatively to predict attitude. In this analysis, the sum of the behavioral beliefs and the sum of outcome evaluations were entered into the first step of a hierarchical regression analysis predicting attitude. After these effects were controlled, the sum of the products between the respective sets of items was entered into the equation. This step explained a significant increment of variance in attitude, 1? ch. = .10, F(1, 87) = 12.17, p < .001, providing support for the assumption that behavioral beliefs and outcome evaluations ratings combine multiplicatively to influence attitude (see Evans, 1991).
8.
8. In the present study, a distinction was made between reference and non-reference group norms. It should be noted that when a combined normative measure was used-that is, including friends and peers at university as an additional referent in the non-reference group norm measure-the effects of norms on both attitude and intention were only weak (p > .05), a pattern of results that is consistent with recent tests of the theory of planned behavior (see Ajzen, 1991).
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