How Norms Work: Self‐Identification, Attitude, and Self‐Efficacy Mediate the Relation between Descriptive Social Norms and Vegetable Intake

Abstract

These studies shed first light on processes underlying the effect of descriptive social norms on health behavior. A norm describing the behavior of a salient social group leads people to identify more with, have more positive attitudes toward, and feel more self-efficacious regarding that behavior.