title: Morality and prosocial behavior: the role of awareness, responsibility, and norms in the norm activation model.
abstract: The authors examined the relationships between variables included in the Norm Activation Model (NAM; S. H. Schwartz, 1977) of prosocial behavior. Specifically, they evaluated the strength of 2 commonly used interpretations of this model: the NAM as a mediator model and the NAM as a moderator model. For the most part, 5 studies focusing on a variety of prosocial intentions and behavior support the NAM as a mediator model. Furthermore, these studies validate past research by showing that variables included in the NAM are powerful in explaining a diversity of prosocial intentions and behavior in the social and environmental contexts.
authors.affiliation: Bournemouth University, School of Design, Engineering and Computing, Psychology, Poole, United Kingdom. jdgroot@bournemouth.ac.uk
authors.forename: Judith I M
authors.initials: JI
authors.lastname: De Groot
authors.forename: Linda
authors.initials: L
authors.lastname: Steg
mesh_terms: D000328:Adult; D001364:Awareness; D003247:Conservation of Natural Resources; D005260:Female; D006801:Humans; D008297:Male; D008875:Middle Aged; D008960:Models, Psychological; D009014:Morals; D009426:Netherlands; D012044:Regression Analysis; D012649:Self Concept; D012919:Social Behavior; D012941:Social Responsibility; D011795:Surveys and Questionnaires; D055815:Young Adult