Norm Emergence Theory : An explication and empirical validation thereof

The present dissertation overviews a novel approach to understanding the norm context guiding the behaviours of individuals, Norm Emergence Theory. This approach suggests that people can be categorized based on their elicited, pre-existing norm perceptions into perceivers of the Early Minority, Minority, Majority and Late Majority norm stages to understand the norm context guiding the behaviours of individuals. The dissertation examines the distinctions and also explores differences between these groupings in terms of measures of changes in norm perceptions and behavioural intentions. One pilot study and two survey-based quasi-experimental studies were run using university undergraduate participants (N = 644; N = 370). Results showed promising preliminary evidence for the norm stages as outlined under the proposed novel Norm Emergence Theory. Norm perceptions for both descriptive and injunctive results were shifted after exposure to a norm-based message, but differentially across the proposed norm stages, in that effects were predominantly found for early norm stages. The perceived norm stages also showed significant between-conditions differences in behavioural intentions, corresponding to a stepwise increase in the outcome variable. Correlational analyses further demonstrated a pattern of differing effects. Participants perceiving early norm stages showed stronger associations with behavioural intentions than participants perceiving later norm stages. Overall, differences in outcomes depended on a pre-existing elicited norm perception, meaning that regardless of the frame and content of norm-based messaging, these types of norm perceptions need to be considered in experimental manipulations of norms and in applied norm-based intervention campaigns. The dissertation helps address theoretical and applied-practical issues affecting the design of norm-based interventions.

Grantor dc:publisher

University of Guelph

Author dc:creator

• Maurice, Gillian

Advisor dc:contributor.advisor

• Giguère, Benjamin

• social norms
• framing
• diffusion of innovations
• environmentallly responsible behaviour
• descriptive norms
• injunctive norms
• norm conflict

Statement dc:rights

• Attribution-NonCommercial-ShareAlike 4.0 International

Licence dc:rights.uri

• http://creativecommons.org/licenses/by-nc-sa/4.0/

Language dc:language.iso

en

Handle dc:identifier.uri

https://hdl.handle.net/10214/28654

OAI record oai:identifier

https://atrium.lib.uoguelph.ca/server/oai/request?verb=GetRecord&metadataPrefix=dim&identifier=oai%3Aatrium.lib.uoguelph.ca%3A10214%2F28654