個人防災の充実は、近年の重要な社会的な課題である。本研究は、社会規範のうち、記述的規範が防災行動に及ぼす影響を検討した。多数の他者が実際にある行動をとっているという情報にもとづく記述的規範は、たしかに防災行動を促進させられることが示された。しかし記述的規範は、一定数の少数の他者が防災行動をとっていないという副次的な情報も伝達してしまう。そのため、受け手の態度によっては、記述的規範が望ましい行動を抑制してしまう危険性があることも示された。 / Promoting personal disaster preparation is an important social issue in recent years. This study examined the effect of descriptive norms on disaster prevention behavior. Descriptive norms based on information about the actual behavior of a large number of others can indeed promote disaster-prevention behavior. However, the descriptive norms also convey secondary information that a certain small number of others are not taking the designated actions. Therefore, depending on the attitudes of the receivers, descriptive norms backfire on the desirable behavior. / 博士(心理学) / Doctor of Philosophy in Psychology / 同志社大学 / Doshisha University

Increasing understanding of the risk and protective factors for adolescent nonmedical use of prescription drugs (NMUPD) could inform prevention efforts. Several correlates have been identified, including parental factors, perceptions about use and accessibility, social norms, and age. However, these constructs have rarely been simultaneously examined using paired data from parents and adolescents. We aimed to examine the relative influence of these correlates among dyads (N = 349) of mothers and adolescent daughters. Using multiple logistic regression, daughters’ past NMUPD and inclination for future NMUPD were regressed onto descriptive norms for friend use, perceived drug accessibility and risk of harm from use, daughter age, mothers’ disapproval about use, mothers’ past NMUPD and inclination for future NMUPD, and the mother-daughter relationship quality. Akaike weights and lasso regressions were also estimated to evaluate the relative importance of each correlate. Higher descriptive norms for friend use, older age, and mothers’ inclination for NMUPD were risk factors for daughters’ NMUPD, while a closer mother-daughter relationship and mothers’ disapproving attitudes towards NMUPD were protective factors. The three analysis approaches were corroborative. Results suggest friend descriptive norms, mother-daughter relationship quality, and mothers’ attitudes about NMUPD are important prevention targets.

We conducted experiments on norm focusing. The tests were carried out with two versions of dictator games: in one version of the game, the dictator had to allocate a gain of e10, while in the other version, a loss of e−10 needs to be allocated. In a first treatment, we focused subjects on the average giving in similar previous dictator games. The second treatment focused subjects on the behaviour of what a self-interested actor should do. In total, N = 550 participants took part in our experiments. We found (1) a significant difference in giving behaviour between gain and loss treatments, with subjects being moderately more self-interested in the loss domain, (2) a significant effect of focusing subjects on the average behaviour of others, but (3) no effect of focusing subjects on the behaviour of self-interested actors.

Syftet med uppsatsen var att undersöka om människors intentioner att donera pengar påverkas av deskriptiva normer. Följande hypoteser användes: 1) Både sociala närhetsnormer (du agerar som personer du känner samhörighet med gör) och provinsiellas normer (du agerar efter de lokala normer som gäller för platsen du befinner dig på) ökar människors intentioner att donera till välgörande ändamål jämfört med ett standardförfarande där välgörenhetsorganisationen enbart signalerar altruistiska ideal och 2) Sociala närhetsnormer leder till starkare intentioner att donera jämfört med provinsiella normer. En kvantitativ metod har använts, instrumentet var ett självskattningsformulär. Etthundraåttio personer, deltog i studien och blev således tilldelade ett av experimentets tre villkor (social närhetsnorm, provinsiell norm, eller standard villkor). Den provinsiella normen bidrar till en högre frekvens av donationer än standardförfarandet och det sociala närhetsvillkoret. Slutsatsen är att välgörenhetsorganisationer kan ha nytta av att ta hänsyn till och använda sig av provinsiella normer vid insamlingar. / The aim of this study was to examine whether people´s intent to donate money is influenced by descriptive norms. Our hypotheses were as follows: 1) Both the social closeness norm (you behave as people close to you do) and the provincial norm (you behave as the local norms of the location where you are at prescribe) increase people´s self-reported intent to donate money to charity compared to the control group where the welfare organisation only try to activate your altruistic ideals and 2) Social closeness norms induce a stronger intent to donate money compared to provincial norms. A qualitative method has been used and the instrument was a self-report questionnaire. One hundred eighty people participated in the study and were thereby given one of the tree conditions (social closeness norm, provincial norm, or the standard condition). The use of provincial norms leads to a higher donation frequency than the standard condition and the social closeness condition.

La majorité des adolescents québécois auront consommé une substance psychoactive avant la fin de leurs études secondaires. Parmi les facteurs ayant une influence sur cette consommation, on retrouve les normes sociales, dont les normes descriptives. Ce mémoire vise à évaluer l’impact des normes descriptives du milieu scolaire sur les comportements d’usage de cannabis chez les adolescents québécois, ainsi que sur les méfaits attribués à cette consommation. Cette étude examine les liens entre l’écart de perception de prévalence de consommation de cannabis au sein d’une école et la consommation ainsi que les conséquences attribuées à cet usage par les élèves. De plus, elle examine le rôle modérateur des écarts de perception de la prévalence de consommation sur la progression de la consommation, ainsi que sur le lien entre la consommation de cannabis en secondaire 4 et des conséquences attribuées à cette consommation un an plus tard. Provenant de la Stratégie d’Intervention Agir Autrement, l’échantillon de cette étude est constitué de 1601 élèves suivis de secondaire 2 à secondaire 5. Des analyses de régression logistique multinomiale ont été conduites et ont montré que plus les élèves surestiment la prévalence de consommation de cannabis au sein de leur école, plus ils ont de chance de consommer du cannabis et d’attribuer des conséquences négatives à leur consommation un an plus tard. Les résultats ont également montré un effet modérateur positif de l’écart de perception de la prévalence sur la progression de la consommation de cannabis de secondaire 4 à 5, spécifiquement chez les élèves ayant une faible consommation en secondaire 4. Finalement, les résultats ont montré un deuxième effet modérateur de l’écart de perception de prévalence, celui-ci sur le lien entre la consommation de cannabis en secondaire 4 et l’attribution de conséquences négatives à cette consommation un an plus tard. Précisément, les élèves ayant une faible consommation et qui surestiment la prévalence de consommation de cannabis au sein de leur école auront plus de chance d’attribuer plusieurs méfaits à leur consommation en secondaire 5 que d’en attribuer aucun. Par contre, les élèves ayant une consommation de cannabis élevée en secondaire 4 ne rapportent pas plus ni moins de conséquences selon leur estimation de prévalence. Les implications de ces résultats sont discutées. / Substance use in adolescence is a relatively common behavior. By the end of high school, a majority of Quebec teenagers will have experimented with psychoactive drugs or alcohol. Among the multiple factors influencing substance use are the social norms, namely the descriptive norms. This study evaluates the impact of the misperception of descriptive norms within the school context on marijuana use and its related consequences. Specifically, this study examines the relationship between the misperception of prevalence of cannabis use within a high school and the actual use of marijuana and its attributed related consequences. It also examines the moderating role of misperception of cannabis use prevalence on the progression of marijuana usage, and on the relationship between cannabis use in 10th grade and its attributed consequences a year later. Using data from the New Approaches, New Solutions intervention strategy, 1601 high school students were followed from grade 8 through grade 11. Multinomial logistic regression analyses were conducted and have indicated that the more the students overestimate the prevalence of cannabis use, the more chances they have to use marijuana themselves and attribute negative consequences to their cannabis use a year later. Results have also shown a moderating effect of the misperception of prevalence of cannabis use on the progression of marijuana use from grade 10 to 11, particularly with the students using marijuana occasionally in grade 10. Results also indicate a moderating effect of the misperception of prevalence of school wide cannabis use on the relationship between marijuana use in grade 10 and attributed consequences a year later. Specifically, students using marijuana occasionally and who overestimate the prevalence of cannabis use by their school peers will have more chances of attributing more than three consequences to their drug use in grade 11 than to attribute no harm to it whereas students who use marijuana frequently in grade 10 do not attribute consequences in accordance with their estimation of the prevalence of cannabis use by their school peers. Clinical implications of these findings are discussed.

La majorité des adolescents québécois auront consommé une substance psychoactive avant la fin de leurs études secondaires. Parmi les facteurs ayant une influence sur cette consommation, on retrouve les normes sociales, dont les normes descriptives. Ce mémoire vise à évaluer l’impact des normes descriptives du milieu scolaire sur les comportements d’usage de cannabis chez les adolescents québécois, ainsi que sur les méfaits attribués à cette consommation. Cette étude examine les liens entre l’écart de perception de prévalence de consommation de cannabis au sein d’une école et la consommation ainsi que les conséquences attribuées à cet usage par les élèves. De plus, elle examine le rôle modérateur des écarts de perception de la prévalence de consommation sur la progression de la consommation, ainsi que sur le lien entre la consommation de cannabis en secondaire 4 et des conséquences attribuées à cette consommation un an plus tard. Provenant de la Stratégie d’Intervention Agir Autrement, l’échantillon de cette étude est constitué de 1601 élèves suivis de secondaire 2 à secondaire 5. Des analyses de régression logistique multinomiale ont été conduites et ont montré que plus les élèves surestiment la prévalence de consommation de cannabis au sein de leur école, plus ils ont de chance de consommer du cannabis et d’attribuer des conséquences négatives à leur consommation un an plus tard. Les résultats ont également montré un effet modérateur positif de l’écart de perception de la prévalence sur la progression de la consommation de cannabis de secondaire 4 à 5, spécifiquement chez les élèves ayant une faible consommation en secondaire 4. Finalement, les résultats ont montré un deuxième effet modérateur de l’écart de perception de prévalence, celui-ci sur le lien entre la consommation de cannabis en secondaire 4 et l’attribution de conséquences négatives à cette consommation un an plus tard. Précisément, les élèves ayant une faible consommation et qui surestiment la prévalence de consommation de cannabis au sein de leur école auront plus de chance d’attribuer plusieurs méfaits à leur consommation en secondaire 5 que d’en attribuer aucun. Par contre, les élèves ayant une consommation de cannabis élevée en secondaire 4 ne rapportent pas plus ni moins de conséquences selon leur estimation de prévalence. Les implications de ces résultats sont discutées. / Substance use in adolescence is a relatively common behavior. By the end of high school, a majority of Quebec teenagers will have experimented with psychoactive drugs or alcohol. Among the multiple factors influencing substance use are the social norms, namely the descriptive norms. This study evaluates the impact of the misperception of descriptive norms within the school context on marijuana use and its related consequences. Specifically, this study examines the relationship between the misperception of prevalence of cannabis use within a high school and the actual use of marijuana and its attributed related consequences. It also examines the moderating role of misperception of cannabis use prevalence on the progression of marijuana usage, and on the relationship between cannabis use in 10th grade and its attributed consequences a year later. Using data from the New Approaches, New Solutions intervention strategy, 1601 high school students were followed from grade 8 through grade 11. Multinomial logistic regression analyses were conducted and have indicated that the more the students overestimate the prevalence of cannabis use, the more chances they have to use marijuana themselves and attribute negative consequences to their cannabis use a year later. Results have also shown a moderating effect of the misperception of prevalence of cannabis use on the progression of marijuana use from grade 10 to 11, particularly with the students using marijuana occasionally in grade 10. Results also indicate a moderating effect of the misperception of prevalence of school wide cannabis use on the relationship between marijuana use in grade 10 and attributed consequences a year later. Specifically, students using marijuana occasionally and who overestimate the prevalence of cannabis use by their school peers will have more chances of attributing more than three consequences to their drug use in grade 11 than to attribute no harm to it whereas students who use marijuana frequently in grade 10 do not attribute consequences in accordance with their estimation of the prevalence of cannabis use by their school peers. Clinical implications of these findings are discussed.

The Influence of Normative Factors on Environmentally Friendly Consumer Behavior As consumer behavior is a type of environmentally significant behavior, it plays a fundamental role in environmental concerns of our time. In the long-term, current consumption and production patterns are not sustainable. The goal of this thesis was to investigate the influence of descriptive social norms on environmentally friendly consumer behavior using a randomized experiment quantitative approach. Data was collected using online surveys. Experiment results show that providing information about the behavior of others has an impact on how we perceive descriptive norms and that a change in descriptive norms influences our environmentally significant behavior intentions. This was, however, only confirmed under the circumstances when respondents identified themselves with a reference group, which was a carrier of descriptive norms. Thus, this thesis broadens our knowledge of the impact of descriptive norms on environmentally friendly behavior, because it was previously assumed that descriptive norms are a significant factor only in situations with strictly defined reference groups. On the contrary, this research shows the impact of descriptive norms even in cases of relatively abstract groups with defined criteria for...

There has been substantial scientific debate about the impact of alcohol marketing on consumption. Relying mainly on econometric studies, the alcohol industry has traditionally maintained that alcohol marketing does not influence consumption, but is merely limited to brand level effects. Public health advocates, on the other hand, point to consumer-level research that shows a relationship between exposure to marketing and alcohol consumption, especially amongst the young. Recent longitudinal research has firmly established a causal relationship between alcohol marketing and alcohol consumption, giving the upper hand to the public health critics of alcohol marketing. The new consensus forged by these recent cohort studies has led to two separate, but related, debates. In the first instance, having answered the question of whether marketing influences drinking behaviour, there is a need to establish how and when such effects occur. Secondly, in the face of the mounting longitudinal evidence on the effects of marketing, representatives of the alcohol industry have sought to move the debate away from marketing by explicitly highlighting peer influence as a more significant causal factor in problematic youth alcohol consumption. This thesis tackles both of these new questions simultaneously by harnessing insights developed from social norms theory. An online survey (N = 1,071) was administered to undergraduates of the Dublin Institute of Technology in Ireland, and mediation relationships were tested with logistic and multiple linear regression methods as appropriate. Amongst other findings, the main contributions of this thesis are: (1) that marketing may play a key role in establishing perceived social norms around alcohol consumption, and that these perceived norms may act as an indirect pathway for the influence of marketing on behaviour and (2) that the association between alcohol marketing and consumption may increase as levels of engagement with marketing increase; this engagement appears to be at its most potent when marketing facilitates simultaneous interaction between the consumer, the brand and the consumer’s peers in an online social media environment. This thesis helps to move the field of alcohol marketing scholarship beyond questions of whether marketing influences alcohol consumption to how and when that influence occurs. By showing how peers may act as perpetuators and magnifiers of marketing influence it also undermines the argument that peers matter more than marketing, and suggests that peer norms can act as a powerful marketing tool.

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This article investigates the decision of consumers at bottle refund machines to either reclaim their bottle deposit or to donate the refund to a non-profit organization. The study documents the unique pre-intervention data on donating behaviour and introduces a field experiment to increase donation levels. The design comprised the strategic framing of the situation by highlighting different cues about the normative, descriptive and local expectations of charitable giving as well as cues about the warm glow of donating money. The experiment took place in 20 supermarkets in Germany and lasted for 12 months. By varying the experimental design and using different modelling approaches, the study arrives at the conclusion that individuals largely act consistent with the assumption having self-regarding preferences that are stable and difficult to change. Hence, our pre-test and postintervention data stand in sharp contrast to results from lab experiments.