When does disgrace matter? Injunctive norms explain the avoidance of entertainment starring a socially accused actor

This study explored how social pressures surrounding film viewing might reduce audiences' intentions to watch highly-rated entertainment content. Using an experimental design that varied critics' ratings of the film (positive/negative) and norm-based social sanctions (explicit/implicit/no sanction) for watching a film, participants indicated their intention to watch and anticipated enjoyment of the film. The results show that film quality was a stronger predictor of behavioral intention and anticipated enjoyment than norm-based sanctions, but norms reduced participants' anticipated enjoyment of low-rated films. The results are discussed in terms of their theoretical and practical implications.