Social Norms, Self-identity, and Attention to Social Comparison Information in the Context of Exercise and Healthy Diet Behavior

Social norms research has identified a range of distinct norms based on different referent groups that confer influence across a number of behaviors. The current survey study extends social norms research in two ways. First, this research tests the distinctiveness of four types of social norms: distal peer descriptive, distal peer injunctive, proximal peer descriptive, and proximal peer injunctive norms. Second, the current study examines the relationship between social norms and intentions to exercise and maintain a healthy diet, and includes self-identity and attention to social comparison information as moderators of the social norms and intention relationship. Results revealed the distinctiveness of the four types of social norms. Proximal peer descriptive and proximal peer injunctive norms were related to intention to exercise and intention to maintain a healthy diet, while distal peer injunctive norms were related only to intention to have a healthy diet. Additionally, self-identity was a significant moderator. Results are discussed within the context of implications for social norms campaigns.