Previous research in the activity area has found that descriptive norms can influence individual activity (Crozier, 2014; Priebe & Spink, 2014; 2015). While important, studies examining other important outcomes in the activity area have not been conducted. For example, no research has examined whether normative information can be used to influence athletes' intentions to intervene with other teammates. In an effort to address this gap in the literature, the purpose of the current experiment was to examine whether descriptive norms, that were either supported by a coach or not, would influence a player’s intentions to intervene when teammates made technical errors or did not exert enough effort. Canadian adult soccer players (N = 106) were recruited to participate in this online experimental study. Participants were assigned to one of three conditions: normative (teammates intervene)/coach support, normative (teammates intervene)/coach not support, or attention control. Participants in both of the normative conditions read two short vignettes describing how the players and coach on a hypothetical soccer team responded to a teammate’s technical mistakes and lack of effort, respectively. While imagining themselves as a member of this hypothetical team, participants then rated their intentions to intervene with other members of this team. Results from ANCOVAs (controlling for previous intervening behaviour) revealed different results for intentions to intervene following technical mistakes versus lack of effort. Results for technical mistakes revealed a significant main effect for condition F(2, 102) = 4.98, p < 0.01. Post hoc results revealed that those in the normative condition that was supported by the coach reported greater intentions to intervene in the future than those in the control condition (p < 0.05, adj Cohen's d = 0.71). Conversely, intention to intervene did not differ between those in the normative condition that was not supported by the coach and those in the control group (p > 0.05, adj Cohen’s d = 0.13). There was no significant main effect for condition with respect to teammates exhibiting a lack of effort F(2, 95) = 1.82, p > 0.1). Results from this experiment provide initial evidence that descriptive norms supported by a coach may influence players' intentions to intervene when a teammate makes a mistake.

While it has been long known that the behaviour of others can influence individual behaviour, norms (the views and behaviours of others) are not generally reported as strong motivators of physical activity. Using the theory of normative social behaviour as a guiding framework, the purpose of this research was to examine if descriptive norms (the perceived prevalence of others behaviour) would be more important in predicting activity than previously suspected. A secondary purpose was to extend this examination to another health behaviour, healthy eating. Three independent studies were conducted. The first two studies examined what individuals thought motivated their physical activity (Study 1) and eating (Study 2) as well as the relationship between descriptive norms and participants own activity behaviour and healthy eating intentions. Results revealed that, despite being rated by participants as less motivating, descriptive norms were stronger predictors of activity behaviour and healthy eating intentions than other well-established non-normative reasons. It also was found that descriptive norm perceptions about a group proposed to be high in group identity (i.e., friends) was most related to physical activity behaviour and healthy eating intentions. To extend these results, a third study manipulated normative and non-normative messages to examine effects on physical activity. Participants were grouped into one of four conditions (descriptive norm, health, appearance, and control) and received motivation-based email messages specific to their condition encouraging them to be active. It was hypothesized that participants in the descriptive norm condition would experience the greatest increase in physical activity but results did not support this hypothesis, as participants across all conditions significantly increased total physical activity after receiving the messages. A secondary hypothesis examining the focal nature of the targeted behaviours was supported in that responses to normative messages were greatest with the most focal behaviour (using the stairs). Taken together, the results of the first two studies provide preliminary evidence to suggest that the relationships between both descriptive norms and physical activity and descriptive norms and healthy eating may be going undetected. In light of the results of the third study, however, future studies are needed.

While it has been long known that the behaviour of others can influence individual behaviour, norms (the views and behaviours of others) are not generally reported as strong motivators of physical activity. Using the theory of normative social behaviour as a guiding framework, the purpose of this research was to examine if descriptive norms (the perceived prevalence of others behaviour) would be more important in predicting activity than previously suspected. A secondary purpose was to extend this examination to another health behaviour, healthy eating. Three independent studies were conducted. The first two studies examined what individuals thought motivated their physical activity (Study 1) and eating (Study 2) as well as the relationship between descriptive norms and participants own activity behaviour and healthy eating intentions. Results revealed that, despite being rated by participants as less motivating, descriptive norms were stronger predictors of activity behaviour and healthy eating intentions than other well-established non-normative reasons. It also was found that descriptive norm perceptions about a group proposed to be high in group identity (i.e., friends) was most related to physical activity behaviour and healthy eating intentions. To extend these results, a third study manipulated normative and non-normative messages to examine effects on physical activity. Participants were grouped into one of four conditions (descriptive norm, health, appearance, and control) and received motivation-based email messages specific to their condition encouraging them to be active. It was hypothesized that participants in the descriptive norm condition would experience the greatest increase in physical activity but results did not support this hypothesis, as participants across all conditions significantly increased total physical activity after receiving the messages. A secondary hypothesis examining the focal nature of the targeted behaviours was supported in that responses to normative messages were greatest with the most focal behaviour (using the stairs). Taken together, the results of the first two studies provide preliminary evidence to suggest that the relationships between both descriptive norms and physical activity and descriptive norms and healthy eating may be going undetected. In light of the results of the third study, however, future studies are needed.

Previous research has shown that it is common for job candidates to use faking tactics in the context of employment interviews, but situational antecedents of applicant faking has been understudied. Using an experimental design, we aimed to investigate if descriptive and injunctive norms interact to influence the intention to engage in mild types of faking during job interviews.The data were collected through an online survey, where participants (N = 447) were asked to rate their intentions to fake in a hypothetical scenario after being exposed to one out of four norm conditions or being assigned to a no norm control condition. The results did not support the hypotheses, as the respondents presented with both descriptive and injunctive honesty norms did not express significantly lower faking intentions than the respondents that were exposed to two unaligned norms or those in the control group. Moreover, no difference was observed between the participants that were presented with both descriptive and injunctive faking norms and the respondents in the norm condition in which a descriptive faking norm and an injunctive honesty norm were signaled. The participants presented with two faking norms also did not differ significantly from the control group. Thus, the findings do not support the idea that the exposure to two aligned norms influences people’s faking intentions, at least in this specific context. However, more research is needed on this topic before any general conclusions can be drawn.

The majority of organic foods consumed by Americans are sourced internationally, which has global-reaching implications on health, economics, and sustainability. Current research findings show that environmental devastation and negative health outcomes have resulted from unsustainable, nonorganic agricultural practices; including herbicides, pesticides, and overcultivation. However, there is a lack of quantitative research on factors that motivate Americans to consume organic food. Based on the theory of planned behavior, this quantitative study employed an online survey to examine the role of attitudes, subjective norms, descriptive norms, and perceived behavioral control on the intention and behavior of American consumers to consume organic foods. Additional descriptors of willingness to pay and perceived product attributes were also measured. Theory of planned behavior and American Organic Consumption questionnaires were completed by 276 adult consumers in the United States. Multiple regression analyses were performed to identify relationships and create predictive models between constructs of a modified theory of planned behavior, sociodemographics, and organic consumption. Key findings revealed that a modified theory of planned behavior, which included descriptive norms, predicted intent to consume organics stronger than the nonmodified theory of planned behavior. Attitudes, perceived behavioral control, and descriptive norms were significant predictors of intention to consume organics. Health was perceived as the major product attribute for organic consumption and low willingness to pay was perceived as the major barrier. This study has implications for positive social change such that it contributes to understanding motivational factors behind American's food choices and consumption, which can be used to modify and target consumer behaviors and market campaigns.

180 students from the University of Canterbury were randomly assigned to reading and evaluating 4 counterbalanced abstracts under the cover story of a departmental journal submission procedure. This study tested whether the number of authors assigned to a journal submission is an influential factor on the acceptance rate of a submission regardless of the quality of the abstract. Also, it assessed whether the influence of a number of authors on the chance of acceptance interacts with the acceptance rate of the journal. In other words, the study investigated not only the extent to which number of authors influences acceptance regardless of quality, but how much of an influence this has for which kind of journals (in terms of the journal’s acceptance rate). The study also measured how much individual personality variables such as guilt-proneness and tendency to adhere to descriptive norms influences a reviewer’s willingness to accept a journal submission. Results found that number of authors had a significant effect on evaluation. Possible reasons and study limitations were discussed.

Doctor of Philosophy / Department of Hospitality Management / Kevin R. Roberts / In 2015, 902 foodborne illness outbreaks were reported to the Centers for Disease Control and Prevention, resulting in 15,202 illnesses, 950 hospitalizations, and 15 deaths. Previous literature from both survey and observational studies have reported low conformity with the U.S. Food and Drug Administration (FDA) Food Code guidelines. To effectively reduce foodborne illnesses, foodservice managers and food handlers must perform proper food safety behaviors. Therefore, the purpose of this project is to identify and explain the unobserved cognitive processes within food safety behavioral intention. An explanatory sequential mixed methods design was utilized. First, a systematic review and meta-analyses of the existing literature were conducted to quantify statistical power better and summarize the effect sizes with conflicting studies. Then, an in-depth qualitative study was conducted to help explain the statistical results. Using existing observed cognitive variables grounded by the Theory of Planned Behavior, the key idea is that the qualitative inquiry was built on the quantitative results. Thus, the syntheses of both studies help explained the unobserved heterogeneity information. Study 1 included a total of 1,550 studies for screening with 46 records meeting the inclusion criteria for analyses. The overall random effect size (r) was 0.282 (p < 0.001) providing collective evidence that the TPB constructs predict food safety behavioral intention. Subjective norms were noted as the most influencial variable to food safety behavioral intention. Studies with employee motivational constructs tend to show the most positive effect on food safety intention relationships. However, the Theory of Planned Behavior model only explained a combined 22% of total true effect variance. Thus, a considerable amount of the variance (78%) within food safety behavioral intention is still unexplained. Study 2 used an online questionnaire to measure individual-level norms. Open-ended questions (14) helped create qualitative narrative texts for analyses and establishing a demographic profile of the participants. A total of 104 responses from foodservice and restaurant employees were documented for coding. Most participants were female, with a mean age of 36 with an average of about 11 years of foodservice industry experiences. The results indicated that employees are usually not influenced of other managers or coworker’s approval or disapproval of their behavior. Rather, their behavior is guided by an innate motivation for moral consideration and ethical reasoning. The data further indicated that participants experience injunctive (subjective) norms, but more from a retrospective formation, rather than a forward-looking expectance regarding food safety practices. Intrinsic motivation should be an important antecedent to form normative beliefs of food safety-related behaviors. The findings of the study results challenge the previous understanding of path directions regarding normative pressure. Limitations and future studies related to maximize food safety behavioral intentions were discussed.

Chaque jour, nos comportements sont influencés par les normes sociales qui nous entourent. En agissant selon les normes sociales, l’individu agit en conformité avec les comportements les plus consensuels et ainsi reçoit de l’approbation de son groupe. Malgré le fait que les normes sociales sont au coeur de nombreuses recherches, les processus cognitifs qui mènent un individu à agir selon elles sont encore inconnus. Les processus cognitifs expliquant le comportement sont, par ailleurs, expliqués dans la littérature sur les comportements motivés par l’atteinte de buts qui stipule que les stratégies cognitives seraient nécessaires afin d’émettre un comportement. Dans ce travail, nous proposons que les stratégies soient les processus cognitifs qui mènent un individu à agir selon une norme sociale. Deux études ont été menées et les résultats de ces deux études démontrent que les individus agissent selon une norme sociale parce qu’ils peuvent générer les stratégies nécessaires pour y arriver. Les implications théoriques et méthodologiques sont discutées. / Each day our behaviours are influenced by the social norms that surround us. When behaving according to social norms, the individual acts in accordance with the most consensual behaviours and thus receives approval from his/her group members. Notwithstanding the fact that social norms are at the centre of much research, the cognitive processes that lead an individual to act according to them are still unknown. However, the cognitive processes explaining behaviour are present in the literature on goal directed behaviour which states that cognitive strategies are needed achieve a behaviour. In this paper, we propose that strategies are the cognitive processes that lead an individual to act in accordance with a social norm. Two studies were conducted and the results of both studies show that individuals act according to social norms because they can generate the necessary strategies to reach the normative behaviour. The theoretical and methodological implications are discussed.

With a growing interest in sustainability, organizations and researchers have begun to examine pro-environmental behaviors in the workplace (i.e. employee green behaviors). However, general understanding of employee green behaviors is currently limited due to a lack of measurement tools. In this study, a new scale was developed to measure employee green behavior descriptive norms, which are a source of influence on employee green behaviors that develops from observing others’ behaviors. Initial items and expected scale structure for the Employee Green Behavior Descriptive Norms Scale were developed based on the Green Five Taxonomy of employee green behaviors. Items were refined through pilot test data and a retranslation task. Data on the refined scale, the Ethical Leadership Questionnaire, and a Work-Family Culture Scale were used to test scale structure and gather evidence of construct validity. Study results supported the expected scale structure and construct validity of the newly developed scale. A multi-item, validated scale contributes to organizational assessment of employee green behavior descriptive norms and contributes to the scientific literature on employee green behaviors.

Chaque jour, nos comportements sont influencés par les normes sociales qui nous entourent. En agissant selon les normes sociales, l’individu agit en conformité avec les comportements les plus consensuels et ainsi reçoit de l’approbation de son groupe. Malgré le fait que les normes sociales sont au coeur de nombreuses recherches, les processus cognitifs qui mènent un individu à agir selon elles sont encore inconnus. Les processus cognitifs expliquant le comportement sont, par ailleurs, expliqués dans la littérature sur les comportements motivés par l’atteinte de buts qui stipule que les stratégies cognitives seraient nécessaires afin d’émettre un comportement. Dans ce travail, nous proposons que les stratégies soient les processus cognitifs qui mènent un individu à agir selon une norme sociale. Deux études ont été menées et les résultats de ces deux études démontrent que les individus agissent selon une norme sociale parce qu’ils peuvent générer les stratégies nécessaires pour y arriver. Les implications théoriques et méthodologiques sont discutées. / Each day our behaviours are influenced by the social norms that surround us. When behaving according to social norms, the individual acts in accordance with the most consensual behaviours and thus receives approval from his/her group members. Notwithstanding the fact that social norms are at the centre of much research, the cognitive processes that lead an individual to act according to them are still unknown. However, the cognitive processes explaining behaviour are present in the literature on goal directed behaviour which states that cognitive strategies are needed achieve a behaviour. In this paper, we propose that strategies are the cognitive processes that lead an individual to act in accordance with a social norm. Two studies were conducted and the results of both studies show that individuals act according to social norms because they can generate the necessary strategies to reach the normative behaviour. The theoretical and methodological implications are discussed.