search query: @indexterm Social psychology / total: 330
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| Author: | Thogersen, J. |
| Title: | Direct experience and the strength of the personal norm-behavior relationship |
| Journal: | Psychology & Marketing
2002 : OCT, VOL. 19:10, p. 881-893 |
| Index terms: | Social psychology Consumer behaviour Consumer attitudes Market research Products Wine industry |
| Language: | eng |
| Abstract: | This study investigates whether the behavioural influence of personal norms with regard to repeated pro-social behaviour depends on direct experience of this behaviour. Based on previous norm and attitude research, it is hypothesized that (a) direct experience strengthens the influence of personal norms on behaviour, and (b) direct experience is a stronger moderator in this case than in the attitude-behaviour case. The case in question is the purchase of organic red wine. It is found that the outcome of consumers' choice btw. organic and non-organic wine depends on their personal (moral) norms, after controlling for attitudes and subjective social norms. However, the influence of personal norms, though not of attitude, depends on whether the consumer has direct experience of buying organic red wine. Hence, both hypotheses are confirmed. |
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