Extending the Theory of Normative Social Behavior to Predict Hand-Washing among Koreans. Issue 10 (24th August 2019)

• Record Type: Journal Article
• Authors: Chung, Minwoong; Lapinski, Maria Knight
• Is Part Of: Health communication. Volume 34:Issue 10(2019)
• Page Start: 1120
• Page End: 1129
• Publication Date: 2019-08-24
• Subjects: Communication in medicine -- Periodicals; Health in mass media -- Periodicals; 362.1014
• DOI: 10.1080/10410236.2018.1461586
• Languages: English
• ISSNs: 1041-0236

Abstract

ABSTRACT: 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.