Normative Social Influence Across Cultures: The impact of injunctive and descriptive social norms in message-based persuasion.

This research seeks to understand how normative appeals differentially affect behavioral change across cultures. Two types of social information commonly used in persuasion include descriptive norms (i.e., information regarding the frequency of specific behaviors in a situation) and injunctive norms (i.e., forms of social coercion that tell people what ought to be done). A combination of three exp…