COMM 318 1st Edition Lecture 7 Outline of Last Lecture I. Theory of Reasoned ActionII. Theory of Planned Behavior Outline of Current Lecture II. Social NormsIII. Theory of Normative Social Behavior (TNSB)IV. The Tipping PointV. Test 1 ReviewCurrent LectureSOCIAL NORMSI. Social Norms DefinedA. norms refer to…1. “expectations held by a group of people about what behavior or opinions are right orwrong, good, or bad, acceptable or unacceptable, appropriate or in appropriate”2. norms offer prescriptions about preferred attitudes and behaviors• norms are followed to avoid social sanctions for non-compliance B. norms are…1. socially constructed2. constantly changing and re-negotiated3. different from formal rules (met with informal sanctions; disapproval of our peers)C. social norms defined1. collective norms• operate at the level of an entire social system• emerge through interaction among community members• represent a collective’s code of conduct2. perceived norms• operate at the individual level• are an individual’’s interpretation of collective norms• perceived norms influence behavior• 2 key types:• These notes represent a detailed interpretation of the professor’s lecture. GradeBuddy is best used as a supplement to your own notes, not as a substitute.• injunctive norms• beliefs about what one SHOULD do• perceptions that important others expect one to comply with a behavior• non-compliance may be met with sanctions• descriptive norms• beliefs about what is ACTUALLY done by most other’s in one’s social group• perceptions about the prevalence of a behavior (e.g. smoking)• descriptive and injunctive norma are often congruent-thought not always• because most other student take notes (descriptive norms) taking notes must be required for success (injunctive norms)II. Theory of Normative Social Behavior (TNSB) (Descriptive Norms —> Behaviors)A. descriptive norms influence behavior 1. for example, TNSB would predict that a college student’s alcohol consumption is influenced by his/her perceptions of the amount consumed by other students 2. however, the influence of descriptive norms is magnified by:• injunctive norms (Descriptive Norms + Injunctive Norms—> Behaviors)• belief that important referents expect one to perform a behavior• e.g. if an individual perceives that others are consuming alcohol, his/her amount of alcohol consumption is further increases if he/she believes that others expect him/her to do so• outcome expectations (Descriptive Norms + Injunctive Norms + Outcome Expectations—> Behavior)• benefits to self and others• e.g. if an individual perceives that others are consuming alcohol, his/her amount of alcohol consumption is further increased if she/he believes she/hewill benefit from doing so • group identity (Descriptive Norms + Injunctive Norms + Outcome Expectations +Group Identity—> Behavior)• desire to connect with a reference group• e.g. if an individual perceives that others are consuming alcohol, his/her amount of alcohol consumption is further increased if she/he believes his/herclose friends are doing so***descriptive norms have a stronger magnified impact when these other factors are salient***B. norm-focused campaigns1. “Party Smart” campaign• “most students drink 0-4/5 drinks when they party. Party Smart”2. rationale for campaign• pluralistic ignorance (a state of discrepancy of what ACTUALLY is occurring and what people THINK is occurring)• perceptions of descriptive norms are inaccurate• perception that other students consumer more alcohol than they actuallydo• may suppress health behaviors and encourage unhealthy behavior • concern descriptive norms influence behaviors• students drink more alcohol than they would if perceptions of the descriptivenorm were accurate3. Michigan State data• 2004 survey of 1302 students• 64% of all participants reported actually consuming 0-5 drinks the “last time they partied”• mean of actual consumption= 5.3 drinks• participants perceived that only 49% of students at MSU consumed 0-5 drinks• mean of perceived consumption= 5.9 drinks• discrepancy between ACTUAL amount of alcohol consumed by other studentsand PERCEPTIONS of alcohol consumedIII. The Tipping PointA. chapter 2: The Law of Few (Paper Topics?)1. connectors2. mavens3. salespeople (influential/move people)4. other notes:• 6 degrees of separation• Paul Revere (embodies Connector & salesperson) • studying the links and process of delivering a letter to a specific individual before the internet • all people in society is linked by 6 degrees• suggests the widespread speed of ideasB. chapter 3: the Stickiness Factor1. what makes a message compelling?• stickiness-messages stick because they are sticky2. why are some messages more remembered an talked about than others?IV. TEST 1 REVIEWA. in which general learning theory are people regarded as reactive victims of external rewards and punishments with no freedom of choice?• behavioristicB. according to Fishbein’s theory of attitude, attitude is…?• the sum of the product of beliefs and evaluationsC. applied question about changing, shaping, reinforcing, targeting• reinforcingD. open ended question about persuasive function• identify and explain theory components• apply theory to explain how it