How Do People Form Behavioral Intentions when Others Have the Power to Determine Social Consequences?

Much literature has suggested that people who are discriminated against or are in collectivist cultures are particularly susceptible to the social consequences of society. In the present study, the authors conducted 3 experiments to test how this factor influences attitudinal versus normative control over behaviors. First, they measured males' and females' attitudes, subjective norms, and behavioral intentions with respect to a large number of behaviors. Although between-participants analyses were mostly uninformative, within-participants analyses uncovered strong evidence that behaviors are more under attitudinal control for females than for males. Similar analyses in a crosscultural experiment involving participants from the United States, the United Kingdom, China, and Mexico support the hypothesis that behaviors are more under attitudinal control for collectivists than for individualists. Finally, experimental data collected in the United States and Saudi Arabia further support this conclusion. Taken together, the findings suggest that although social consequences are both "social" and "consequences", the latter is more important than the former.