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Personality and Social Psychology Bulletin, Vol. 8, No. 1, 81-86 (1982)
DOI: 10.1177/014616728281013
© 1982 Society for Personality and Social Psychology, Inc.

Effects of Negative Personal Norms on Helping Behavior

Shalom H. Schwartz

University of Wisconsin and Hebrew University

John A. Fleishman

University of Maryland

The meaning and operation of negative personal norms-feelings of moral obligation to avoid a particular action-are examined Results show that women with negative personal norms help less in response to an appeal than those with no norms. Individual tendencies to deny responsibility moderate the impact of positive personal norms on altruistic helping, but not the impact of negative norms.


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