A facet approach to extending the normative component of the theory of reasoned action

Using facet theory, this study addresses the weak explanatory power of normative influence in theories of reasoned action or planned behaviour. A broad normative construct is hypothesized as being characterized by two facets--social unit and behavioural modality--each of which is examined in relation to recreational drug use. A questionnaire was developed from the facets and administered to undergraduate students. Data (N = 181) were analysed using Smallest Space Analysis (SSA). The results suggest that the facets provide an adequate description of the normative construct and that personal and social normative beliefs, behavioural norms and behavioural intentions can be distinguished empirically. The results also lend partial support to Ajzen's (1988; Ajzen & Fishbein, 1977) principle of compatibility. Implications for how social influence is operationalized and conceptualized are also discussed.