Expectancy Violations Theory - Further Use and Development of The Theory

Further Use and Development of The Theory

The concept of Social Norms Marketing follows expectancy violation in that it is based upon the notion that messages containing facts that vary from perception of the norm will create a positive expectancy violation. Advertising, strategic communications, and public relations base social norms campaigns on this position.

Interaction Adaptation Theory further explores expectancy violations. Developed by Burgoon to take a more comprehensive look at social interaction, IAT posits that people enter into interactions with requirements, expectations, and desires. These factors influence both the initial behavior as well as the response behavior. When faced with behavior that meets an individual’s needs, expectations, or desires, the response behavior will be positive. When faced with behavior that does not meet an individual’s needs, expectations, or desires, he or she can respond either positively or negatively depending on the degree of violation and positive or negative valence of the relationship.