Extending the Theory of Normative Social Behavior to Predict Hand-Washing among Koreans

The current study tests the predictions of the theory of normative social behavior (TNSB) in a hand-washing context in a Korean sample and extends the theory to examine the role of perceived publicness, a variable believed to activate face concerns, as a moderator of the norm–behavior relationship. The findings show substantial main effects for all of the study variables on behavior. In addition, the descriptive norm–behavior relationship is moderated by perceived publicness and outcome expectations, but the nature of the interactions is not consistent with that evidenced in previous literature on US samples. Implications for normative theory and communication campaigns are discussed.