Political Party Collective Norms, Perceived Norms, and Mask Wearing Behavior: A Test of the Theory of Normative Social Behavior




Pokharel, Manusheela
Lillie, Helen
Jensen, Jakob D.
King, Andy J.
King, Andy J.
Ratcliff, Chelsea
Barbour, Joshua B.

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The theory of normative social behavior (TNSB; Rimal, 2008) postulates that people are influenced by others’ behaviors, which they glean from messages and experience. Recently, the TNSB was expanded to include collective norms, which represent what people actually do, rather than just behavioral perceptions (Rimal & Yilma, 2021). Testing this expanded theoretical model, the current study examines two types of collective norms—collective political norms and collective regional norms—as moderators of the relationship between descriptive norms and expectation related to pandemic mask wearing behavior among U.S. adults.



political parties, collective norms, social behavior, COVID-19, masks


Pokharel, M., Lillie, H., Jensen, J. D., King, A. J., Ratcliff, C. L., & Barbour, J. B. (2023). Political party collective norms, perceived norms, and mask wearing behavior: A test of the theory of normative social behavior. Poster presented at the Health Scholar Showcase, Translational Health Research Center, San Marcos, Texas.


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