title: The Effects of Perceived Normative Pressure and Observability of Behavior on Intention to Perform Sun Protection and Nutrition Behaviors on Behalf of Young Children among Parents.
abstract: This paper describes research on two normative concepts thought to impact health behaviors: injunctive and descriptive norms. The study tests whether the extent to which the same health behavior is enacted in an observable or non-observable setting will lead to variation in normative influence on parent intention. In on-line experiments conducted in winter 2009, 467 participants were randomized to a behavioral scenario in which the health behavior was described as occurring in an observable or non-observable setting. For sun protection behaviors, observability primed the influence of descriptive norms on intention. For nutrition behaviors, observability primed the influence of injunctive norms on intention. Across both conditions, observability of the behavioral scenario increased the strength of the association between norms and intention.
authors.affiliation: Department of Communication, University of Haifa, Israel.
authors.forename: Nehama
authors.initials: N
authors.lastname: Lewis
keywords: Norms; Nutrition; Observability; Parents; Priming; Sun protection