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The Power of Subjective Norms, University Descriptive and Injunctive Norms, and U.S. Descriptive and Injunctive Norms on Drinking Behavior Intentions

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Abstract:

The Theory of Planned Behavior (TPB) and the Social Norms Approach (SNA) both stress the important influence that normative perceptions have on behavioral intentions and behavior. These 2 approaches were used to examine the behavioral intention to limit drinking to 0 to 4 drinks. Further, this study examined whether perception of subjective norms, university and U.S. level descriptive norms, and university and U.S. level injunctive norms represented separate dimensions for this behavioral intention. A representative sample of 1110 college students completed a web-based survey. The results confirmed that the 5 types of norms were all unique constructs. This study also found that individualsÂ’ intentions to limit their alcohol consumption to 0 to 4 drinks were predicted by positive attitudes, perceived behavioral control, and subjective norms. Subjective norms also moderated the relationship between attitudes and behavioral intention. University descriptive norms also served as a moderator. This study has important implications for future normative interventions.

Most Common Document Word Stems:

norm (230), behavior (133), drink (104), intent (65), alcohol (58), univers (55), descript (52), consumpt (46), subject (46), tpb (44), injunct (43), limit (42), four (42), student (41), perceiv (38), u.s (35), type (33), p (33), zero (33), attitud (32), studi (32),

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norms, theory of planned behavior, drinking
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Name: International Communication Association
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http://www.icahdq.org


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URL: http://citation.allacademic.com/meta/p171838_index.html
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MLA Citation:

Park, Hee Sun., Klein, Katherine. and Smith, Sandi. "The Power of Subjective Norms, University Descriptive and Injunctive Norms, and U.S. Descriptive and Injunctive Norms on Drinking Behavior Intentions" Paper presented at the annual meeting of the International Communication Association, TBA, San Francisco, CA, May 23, 2007 <Not Available>. 2013-12-16 <http://citation.allacademic.com/meta/p171838_index.html>

APA Citation:

Park, H. , Klein, K. A. and Smith, S. , 2007-05-23 "The Power of Subjective Norms, University Descriptive and Injunctive Norms, and U.S. Descriptive and Injunctive Norms on Drinking Behavior Intentions" Paper presented at the annual meeting of the International Communication Association, TBA, San Francisco, CA Online <APPLICATION/PDF>. 2013-12-16 from http://citation.allacademic.com/meta/p171838_index.html

Publication Type: Conference Paper/Unpublished Manuscript
Abstract: The Theory of Planned Behavior (TPB) and the Social Norms Approach (SNA) both stress the important influence that normative perceptions have on behavioral intentions and behavior. These 2 approaches were used to examine the behavioral intention to limit drinking to 0 to 4 drinks. Further, this study examined whether perception of subjective norms, university and U.S. level descriptive norms, and university and U.S. level injunctive norms represented separate dimensions for this behavioral intention. A representative sample of 1110 college students completed a web-based survey. The results confirmed that the 5 types of norms were all unique constructs. This study also found that individualsÂ’ intentions to limit their alcohol consumption to 0 to 4 drinks were predicted by positive attitudes, perceived behavioral control, and subjective norms. Subjective norms also moderated the relationship between attitudes and behavioral intention. University descriptive norms also served as a moderator. This study has important implications for future normative interventions.

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