When We Do What We See: The Moderating Role of Social Motivation on the Relation Between Subjective Norms and Behavior in the Theory of Planned Behavior

Abstract

Two studies tested whether increased social motivation was associated with nondeliberative, or direct, effects of descriptive norms and injunctive norms on behavior in the context of the theory of planned behavior (Ajzen, 1991 Ajzen , I. ( 1991 ). The theory of planned behavior . Organizational Behavior and Human Decision Processes , 50 , 179 – 211 .[Crossref], [Web of Science ®] , [Google Scholar]). In a 2-week longitudinal study, 142 participants in Study 1 completed planned behavior measures (injunctive and descriptive norms, perceptions of behavioral control, intentions and actual behavior) and perceptions of social motivation for 9 behaviors nested within individuals. Hierarchical linear modeling results indicated that increased social motivation was associated with a direct effect of descriptive norms and an inverse effect of injunctive norms (suppressor effect) on behavior. Using 56 participants in an experimental design, Study 2 threatened the need to belong with a rejection manipulation. Results indicated that norms only directly influenced behaviors where rejection was made salient. Altogether the results indicate that subjective norms will have nondeliberative effects on behaviors as social motivations increase.

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