Subjective, Descriptive and Injunctive Norms: Three Separate Constructs.

Subjective, descriptive and injunctive norms are often used synonymously in studies and are simply referred to as the social norms approach. This thesis examined the three types of norms to determine if they are alternate indicators of the same underlying construct of if they are three separate constructs. A survey measuring these types of norms and their influence on behavior was conducted. The results suggest that the three types of norms are, in fact, three separate constructs. This is evidenced by the low correlation between the three types of norms and by the different relationships each norm type has with behavior. The findings of this study have large implications for future studies and campaigns employing norms. ..PAT.-Conference Proceeding [ABSTRACT FROM AUTHOR]