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Social Norms and Identity Relevance: A Motivational Approach to Normative Behavior

San Diego State University, pchristen{at}radford.edu

Hank Rothgerber

Bellarmine University

Wendy Wood

Texas A&M University

David C. Matz

Augsburg College

Two studies demonstrated that greater identification with a group was associated with more positive emotions for members who conformed with versus violated the group’s norms. These effects were found with injunctive norms, which specify what members should do or what they ideally would do, but emerged less consistently with descriptive norms, which specify what members typically do. Descriptive norms affected emotional responses when they acquired identity-relevance by differentiating an important ingroup from a rival outgroup. For these descriptive norms, much like injunctive norms, greater identification yielded more positive emotions following conformity than violation. The authors suggest that positive emotions and self-evaluations underlie conformity with the norms of self-defining groups.

Key Words: norms • descriptive • injunctive • identity • self

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