The Effectiveness of Social Norm Appeals on Promoting Covid-19 Prevention Behaviors
A Multistudy Examination
Bibliographic Data
| ID | 21616441 |
|---|---|
| Authors | Rain Wuyu Liu (0000-0002-3977-5351, Department of Communication, The University of Arizona, corresponding author), Ying Cheng (0000-0001-7732-9806, California State University, San Bernardino), Juliana L Barbati (0000-0003-0373-7334, Department of Communication, The University of Arizona), A Rain (0000-0002-1639-8557, Department of Communication, The University of Arizona), Tracy E Crane (0000-0002-4288-134X, University of Miami), Kacey C Ernst (0000-0002-3346-7788, Department of Epidemiology and Biostatistics, Zuckerman College of Public Health, The University of Arizona) |
| Year | 2024 |
| Volume | 39 |
| Issue | 12 |
| Pages | 2698-2706 |
| Publication date | 2024-10-14 |
| Peer Reviewed | Yes |
| Open Access | No |
| Type | ARTICLE |
| Venue | Health Communication (JOURNAL) |
| Journal identifiers | ISSN: 1041-0236 • E-ISSN: 1532-7027 |
| Publisher | Informa UK Limited (PUBLISHER • GB) |
| DOI | 10.1080/10410236.2023.2284493 |
| PMID | 37981578 |
| OpenAlex | W4388813666 |
| Language | EN |
| Citations received | 4 |
| References cited | 27 |
Recent research shows social norm perceptions predict people's adherence to COVID-19 preventative health practices. Nonetheless, additional empirical studies are necessary to evaluate the effectiveness of different types of social norm messages on behavioral outcomes with experimental designs. Guided by the social norm literature and frameworks, the current research addresses this need by examining the effects of descriptive and injunctive norm appeals promoting the practice of social distancing and mask-wearing with both a controlled experiment and social media campaigns. Results from this multistudy investigation showed the effectiveness of descriptive and injunctive norm messages (v. no message exposure) in promoting focal behaviors and highlighted the superiority of injunctive norm appeals in promoting behavioral intentions and increasing social media engagement. Theoretical implications and recommendations for practice are discussed
Developmental psychology · Pairwise comparison · Perception · Political science · Social distance · Social media · Social norms approach · Behavioral Health and Interventions · COVID-19 and Mental Health · Environmental Education and Sustainability · Medicine · Psychology · Social Psychology
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Prosocial versus self-interested appeals in offline health communication
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Social norms and culture
Formal Models of Collective Action
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Construction of Meaning during a Pandemic
Using Descriptive and Injunctive Norms to Encourage Covid-19 Social Distancing and Vaccinations
Modeling the Relationship Between Perceived Descriptive Norms and Willingness to Practice Covid-19 Preventative Behaviors
Predicting Behavioral Intentions to Prevent or Mitigate Covid-19
From Innovation to Social Norm
Perception of strong social norms during the Covid-19 pandemic is linked to positive psychological outcomes
Following the crowd in times of crisis
Peer Norm Salience for Academic Achievement, Prosocial Behavior, and Bullying
A focus theory of normative conduct
A study of normative and informational social influences upon individual judgment
Large-sample multiple comparisons
Predicting intentions to practice Covid-19 preventative behaviors in the United States
Changing Norms
| Unique citing works | 4 |
|---|---|
| Citations per year | 4 |
| Citation span | 2025 - 2026 (2) |
| Citation velocity | current |
| Highly cited | No |
| Citation types | Neutral: 4 |