Follow or not? Descriptive norms and public health compliance: Mediating role of risk perception and moderating effect of behavioral visibility.

ABSTRACT: In a pandemic context, public health events are receiving unprecedented attention, and identifying ways to enhance individual public health compliance behaviors has become an urgent practical problem. Considering that individual decisions are susceptible to group members' behaviors and that descriptive norms provide social information about the typical behaviors of others, we focused on the effects of the properties and reference groups of descriptive norms on public health compliance behaviors. We also investigated the mechanism with risk perception as a mediator and the applicable condition with behavioral visibility as a moderator. Through a 2 × 2 × 2 between-subject survey experiment with 529 subjects, we demonstrated that (1) compared with the negative norm, the positive norm was more

SUBMITTER: Zhang S 

PROVIDER: S-EPMC9717382 | biostudies-literature | 2022

REPOSITORIES: biostudies-literature