Autor: |
Zhu X; Department of Communication, University of North Dakota., Carpenter CJ; Department of Communication, Western Illinois University., Smith RA; Department of Communication Arts and Sciences, Pennsylvania State University., Myrick JG; Donald P. Bellisario College of Communications, Pennsylvania State University., Martin MA; Department of Sociology and Criminology, Pennsylvania State University., Lennon RP; Department of Family and Community Medicine, Pennsylvania State College of Medicine., Small ML; College of Health and Human Development, Pennsylvania State University., Van Scoy LJ; Department of Medicine, Pennsylvania State College of Medicine. |
Jazyk: |
angličtina |
Zdroj: |
Health communication [Health Commun] 2024 Apr; Vol. 39 (1), pp. 49-61. Date of Electronic Publication: 2022 Dec 07. |
DOI: |
10.1080/10410236.2022.2152964 |
Abstrakt: |
Novel, public behaviors, such as masking, should be susceptible to normative influence. This paper advances the theory of normative social behavior by considering a new set of moderators of normative influence - superdiffuser traits - and by clarifying the antecedents and consequences of exposure to collective norms. We use data from a two-wave survey of a cohort living in one U.S. county during the pandemic ( N = 913) to assess normative effects on masking. We also used a bipartite network (based on people shopping for food in the same stores) to examine exposure to collective norms. The results show different superdiffuser traits have distinct effects on the relationship between perceived injunctive norms and masking intentions. Exposure to collective norms influences masking, but this influence depends on how people interact with their social environments. Network analysis shows that behavioral homophily is a significant predictor of selective exposure to collective norms earlier (but not later) in the pandemic. Implications for understanding normative influence in a context where opinion leadership matters are discussed. |
Databáze: |
MEDLINE |
Externí odkaz: |
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