A Focus Theory of Normative Conduct: When Norms Do and Do Not Affect Behavior

Investigated the role of injuctive norm-focus procedures in the generation of socially desirable conduct. The authors also examined factors that might alter the relationship between norm focus and behavior. In 3 experiments with a total of 552 adults, respondents' behavior conformed to the dictates of a relevant norm (the norm against littering) only under conditions of normative focus. This relationship held true across 3 types of procedures for producing normative focus (physiological arousal, modeling, and self-directed attention), across 2 types of settings (public and private), and across 2 types of norms (social and personal). Moreover, factors that would be expected to affect normative action were influential only when the norm was focal. These actors included the degree to which the action violated the relevant norm (Study 2) and the degree to which an individual subscribed to that norm (Study 3).