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This chapter reviews research on the question–behavior effect, the phenomenon that asking questions influences respondents’ behavior. Two distinct research streams, the self-prophecy effect, concerned with socially normative behaviors, and the mere measurement effect, dealing with purchase behaviors without socially normative significance, are identified. Despite the recent attempt at integration, it is argued that there are fundamental differences between the two effects. Distinctions are also drawn between lab-based and field-based mere measurement effects, and between normatively consistent and implicit attitude-driven, normatively inconsistent self-prophecy effects. Key studies, theoretical explanations, and moderators of each effect are discussed, potential unanswered questions and research opportunities are identified, and significant managerial and policy implications are highlighted.

Human health, food safety and environmental concerns are growing issues for policymakers, firms and the general public. Food without chemicals and pesticides is healthy for the human body and hence, relevant motives to promote organic food consumption needs to be explored. This study used three motivational factors, i.e. hedonic, gain and normative motivations proposed by goal-framing theory (GFT) that affect sustainable consumption. Considering the local scenario, constructs like normative triggers and knowledge have also been incorporated into the model. Therefore, this study attempts to explore whether normative triggers and motivations influence the intention to purchase organic food with the application of GFT

Data were collected from 467 consumers using the purposive sampling technique. The span of the collection of data collection was around five months. Partial least square structural equation modeling (PLS-SEM) has been applied and after checking the validity and reliability indicators, bootstrapping has been used for hypotheses testing.

All the motivational factors were found significant and positive to consumers' intentions toward organic food. Moreover, normative triggers also influence intentions. The construct knowledge was not found in a direct relationship with intentions; however, a moderating role was established between gain motivations and intentions.

The study validated and extended the concepts presented in the GFT. Motivational constructs were found important and can be implied in low-cost product categories. The policymakers are suggested to take appropriate measures, based on empirical results.

The study provides an understanding of motivational factors, normative triggers and knowledge in the organic food consumption extent. This will help administrative authorities, marketers and producers of organic food in making their policies, communication strategies and production preferences.

Because of its omission of social influences, conventional animosity research has failed to sufficiently consider consumption context. To address this limitation, this research constitutes two interrelated parts: (a) investigating how normative influences (value-expressive and utilitarian influences) shape consumers’ animosity attitudes and purchase intentions; and (b) building on the normative influence perspective and separating consumption context into purchase (online vs. offline) and usage (private vs. public) contexts. The goal was to examine under the condition of preference conflict, how consumption contexts with different degrees of behavioral exposure affect purchase decisions.

One pretest, one survey and one experiment were conducted to empirically validate the proposed research model.

In an international crisis, consumers’ attitudes and behaviors were socially determined. Moreover, the online purchase with private usage (offline purchase with public usage) condition resulted in the highest (lowest) level of purchase intention.

This research pioneers in the animosity literature to identify the possibility of preference conflict in a situational international crisis, and to more delicately separate the conventional consumption context into purchase and usage contexts.

This study aims to investigate the role of interpersonal influence on consumer purchase decisions regarding foreign products, specifically by exploring consumers’ social reaction styles (acquisitive and protective) when confronted with normative pressures and their subsequent impact on consumers’ purchase behavior in the context of situational animosity.

Three studies were conducted in China to empirically examine the proposed research model. The US–China Chip War of 2022 was used as the research context for situational animosity, while the Japan–China relationship representing a stable animosity condition was used for contrast.

This study establishes the mediating role of perceived normative pressure in linking animosity attitudes to purchase avoidance in situational animosity. It also validates that consumers’ social reaction styles (acquisitive and protective) help predict distinct behavioral outcomes, holding significant implications for advancing research in the field of product and brand consumption.

This research provides a novel perspective by exploring consumers’ social reaction styles when dealing with normative pressure in situational animosity. The distinction between acquisitive and protective reaction styles adds depth and originality to the study. Moreover, this study examines consumer behavior in two distinct consumption contexts: switching intentions to local products and purchase intentions for products from offending countries in hidden consumption situations. This dual perspective offers a comprehensive exploration of consumers’ purchase behavior under normative pressure, contributing to the novelty of this research.

Communication plays an important role in health decisions and behaviors. Friends and family exert influence through communication and, when considering smoking, this is particularly salient among those friends and family who smoke. Guided by primary socialization theory and integrated behavioral model, the present study examined the effects of having smoking friends and family on smoking beliefs (e.g. negative consequences, positive reinforcement and negative reinforcement), cultural normative beliefs, pro-smoking injunctive norms, smoking intentions and recent smoking behaviors.

Cross-sectional online survey data were collected from college students (N = 227). Multivariate analysis of covariance and path analysis were performed.

College students who reported having smoking friends were more likely to report higher levels of positive reinforcement, cultural normative beliefs, pro-smoking injunctive norms, positive attitudes, smoking intentions and recent smoking behaviors than those without smoking friends. Frequent communication with smoking friends was significantly related to cultural normative beliefs, pro-smoking injunctive norms, positive attitudes and smoking intentions. The analysis, however, did not yield statistical support for the associations between frequent communication with smoking family and smoking perceptions, norms and behaviors.

The present study highlights the vital roles of friends' influence for college students' smoking behaviors. Communication-based intervention can help better equip college students with communication strategies that prevent tobacco use by promoting more effective conversations with friends.

The purpose of this paper is to highlight the influence of organizational norms and job roles defined by organizations in the performance of organizational citizenship behaviour (OCB). To do so, the research proposes a model of OCB with the following dimensions: normative OCB and rule-bounded OCB on the basis of social exchange theory and role theory, respectively. Norms, roles and responsibilities of the organization vary from organization to organization. This paper reports the operational and empirical indicators of proposed dimensions of OCB, termed as discretionary OCB, normative OCB and rule-bounded OCB.

To test the proposed dimensions, the study uses concept analysis, delphi technique, exploratory factor analysis and confirmatory factor analysis on multi-source data. It indicates criteria for Cronbach’s alpha reliability, test-retest reliability, convergent validity, discriminant validity and nomological validity for proposed dimensions.

The findings reveal two new dimensions of OCB. Besides an individual predisposition/voluntariness, employees exhibit OCB due to normative pressure in the organization and the overlapping of the contents of OCB with role and responsibilities. Self-driven, norms-driven and job-role-driven OCB will have different implications. The findings support the validity of the proposed OCB model and scale.

The research fills a theoretical gap and will have implications for the measurement of OCB. The model facilitates the identification of the factors of OCB. An organization can use the research model in culture building and promoting functional OCB in the organization as per the organization’s need. The limitations of the study are discussed.

There is no research to date exploring the normative and rule-bounded aspects of OCB. This is the only research to empirically examine the overlap between the contents of OCB and role description of employees. This paper is also original in its contribution in measuring the display of OCB among employees due to pressure from the norms prevalent in the organizations.

Preserving the environment is fundamental to the planet’s long-term sustainability, but attempts to promote pro-environmental behaviours often do not take into account the motivational determinants of such behaviours. This study aims to present and critically evaluate the theoretical and empirical basis of goal-framing theory, which asserts that pro-environmental behaviours might stem from conflicting goals. This study compares the theory to other approaches used to explain pro-environmental behaviour, reviews the empirical evidence for it and comes up with suggestions for future research.

This study compares the theory with other popular theories to explain pro-environmental behaviour and behaviour change and systematically review 25 empirical research studies that adopt the goal-framing theory.

Most studies rely on survey data, focus on Europe and gather self-reported behaviours or hypothetical responses. Furthermore, many studies of goal frames neglect key situational factors. Thus, the directions for further research outlined herein emphasise the need for more experimental studies of real behaviours, with consideration of situational factors, using methods that can explicate unconscious processes too. Overall, goal-framing theory provides a promising approach for analysing pro-environmental behaviours, in that it explicitly deals with goal conflicts, takes situational factors into account and encompasses conscious and unconscious processes. The authors conclude that the theory can form a useful basis for the design of social marketing behavioural interventions to promote pro-environmental behaviours.

To the best of the authors’ knowledge, as the first systematic review of empirical applications of goal-framing theory, this study provides refinement and validation. By also offering propositions and a research agenda, the authors hope to inspire researchers in social marketing to address the remaining gaps and refine the theory even further.

The purpose of this paper is to explore inhibitors preventing Spanish women from attaining positions of leadership.

Using a qualitative approach based on focus groups and structured personal interviews on 42 Spanish male and female executives, the study tests the main gender normative expectations applicable to specific work and personal roles.

The findings suggest that there is a significant consensus about the existence of traditional and emerging models. Research also suggests there are still clear gaps between traditional and emerging roles that are easily identified and recognized. Contrary to expectations, the research suggests there is no a clear model of emerging gender roles, and instead considerable diversity in the construction of individual aspirational models.

This is a first exploratory research limited to a reduced sample in the Spanish context. To confirm the findings, the research will benefit from a quantitative approach based on larger samples. Moreover, additional surveys in different cultural contexts will provide a broader understanding of the proposed research questions.

The gender gap framework can enable policy makers to correctly diagnose the barriers women face in their professional lives and to come up with efficient instruments to correct existing inequalities.

The principal contribution of this paper is that it provides important insights into traditional and aspirational gender gaps that constitute one important internal barrier for women’s development.

El objetivo de este artículo es explorar los inhibidores que impiden a la mujer profesional española alcanzar puestos de liderazgo.

El artículo utiliza un enfoque cualitativo, basado en grupos enfocados y entrevistas personales estructuradas a 42 ejecutivos españoles, hombres y mujeres, con el propósito de examinar las principales expectativas normativas de género correspondientes a funciones y comportamientos específicos en el trabajo y en la vida personal.

Los resultados apuntan a un significativo consenso sobre la existencia de modelos tradicionales y emergentes. La investigación asimismo comprueba la clara existencia de brechas de roles de género tradicionales y emergentes que pueden fácilmente reconocerse e identificarse. Contrariamente a lo esperado, los resultados de la investigación indican que no existe un modelo claro de roles de género emergente, sino que existe una considerable diversidad en la construcción de modelos individuales aspiracionales.

El presente artículo es una primera investigación exploratoria limitada a una muestra reducida en el contexto español. Ayudaría a confirmar los resultados, un enfoque cuantitativo basado en muestras más amplias. Por otra parte, encuestas adicionales en otros contextos culturales proporcionaría una mejor y más amplia comprensión de las cuestiones objeto de la investigación.

El marco de brecha de género, que introduce esta investigación, puede ayudar a los responsables políticos, a diagnosticar correctamente algunas de las barreras que enfrenta la mujer en su trayectoria profesional, y poder así elaborar instrumentos eficientes para corregir las desigualdades existentes en la actualidad.

La contribución principal de este artículo es la de proporcionar nuevos conocimientos claves para entender brechas de género tradicionales y aspiracionales que hoy por hoy representan una importante barrera interna para el desarrollo de la mujer

This empirical study seeks to understand how mutual fund firms interpret conflicting pressures to conform or differentiate in the context of corporate social responsibility (CSR). Research suggests that organizations engage in practices that conform to industry standards in order to be seen as legitimate members of their industry. Other studies suggest that organizations differentiate themselves in order to compete and outperform their rivals. Pressures for organizational conformity and differentiation are explored in two types of organizations in the mutual fund industry: socially responsible investment (SRI) and non-SRI firms.

The research is based on qualitative in-depth interviews with twenty-six mutual funds.

The analysis revealed that pressures for conformity and differentiation were salient among mutual fund executives but emphasized differently for the two types of mutual funds.

The study concluded by suggesting SRI firms use both strategies of conformity and differentiation to amplify the message that they adhere to the values of CSR.

This paper aims to review norms and their relationship with consumer behavior in the tourism sector. The review aims to identify gaps in relation to various norms and their impact on the literature to provide future research recommendations.

A systematic literature review method was used to analyze norms in consumer behavior research within the context of tourism and hospitality. The review focused on the research context, conceptualizations, roles, measurements, theoretical backgrounds and the major findings.

The review reveals that the conceptualizations and dimensionality of norms in the existing studies are inconsistent, and most research in the tourism context only adopted the concept partially without capturing the totality of the concept. The theoretical gaps and measurement of norms were also identified for future research.

This study contributes to a better understanding of the role of norms in shaping tourist behavior and can guide practitioners in developing effective marketing strategies. The findings suggest the need for a more comprehensive understanding of the concept of norms in tourism in relation to theoretical underpinnings, measurement and application. The recommendations provided in this study can guide future research on norms and tourist behavior.

Norms have been extensively discussed in the literature. This paper is the first to systematically review norms and their influence on consumer behavior in the tourism sector.

本文审视规范及其与旅游业消费者行为的关系。此审查旨在确定关于各种规范及其对文献的影响的差距, 并提供未来研究建议。

采用系统文献综述方法, 分析了旅游和酒店消费者行为研究中的规范。审查侧重于研究背景、概念化、角色、测量方法、理论背景和主要发现。

审查发现现有研究中规范的概念化和维度存在不一致性, 而大多数旅游环境下的研究只部分采用了该概念, 未能完整捕捉概念的整体。还确定了未来研究中规范的理论差距和测量问题。

本研究有助于更好地理解规范在塑造游客行为中的作用, 并可以指导从业者制定有效的营销策略。研究结果表明, 需要更全面地理解规范概念在旅游中的理论基础、测量和应用。本研究提供的建议可以指导未来关于规范和游客行为的研究。

规范在文献中已经广泛讨论。本文是第一个系统地审查规范及其对旅游业消费者行为的影响。

Este artículo examina las normas y su relación con el comportamiento del consumidor en el sector turístico. El objetivo de la revisión es identificar brechas con relación a diversas normas y su impacto en la literatura, para proporcionar recomendaciones en futuras investigaciones.

Se empleó un método de revisión sistemática de la literatura para analizar las normas en la investigación del comportamiento del consumidor en el contexto del turismo y hostelería. La revisión se centró en el contexto de investigación, conceptualizaciones, roles, medidas, fundamentos teóricos y los principales hallazgos.

La revisión revela que las conceptualizaciones y la dimensionalidad de las normas en los estudios previos son inconsistentes, y la mayoría de las investigaciones en el contexto del turismo solo adoptaron parcialmente el concepto sin capturar la totalidad de este. También se identificaron lagunas teóricas y medición de las normas para futuras investigaciones.

Este estudio contribuye a una mejor comprensión del papel de las normas en la formación del comportamiento turístico y puede orientar a los profesionales en el desarrollo de estrategias de marketing efectivas. Los resultados sugieren la necesidad de una comprensión más holística del concepto de normas en el turismo en relación con los fundamentos teóricos, la medición y la aplicación. Las recomendaciones proporcionadas en este estudio pueden guiar futuras investigaciones sobre normas y comportamiento turístico.

Las normas han sido ampliamente discutidas en la literatura. Este artículo es el primero en revisar sistemáticamente las normas y su influencia en el comportamiento del consumidor en el sector turístico.