The Focus Theory of Normative Conduct
Cialdini, Reno, and Kallgren developed the Focus Theory of Normative Conduct to describe how individuals implicitly juggle multiple behavioral expectations at once; expanding on conflicting prior beliefs about whether cultural, situational or personal norms motivate action, the researchers suggested the focus of an individual’s attention will dictate what behavioral expectation they follow. They define a 'Descriptive Norm' as people's perceptions of what is commonly done in specific situations; it signifies what most people do, without assigning judgment. The absence of trash on the ground in a parking lot, for example, transmits the descriptive norm that most people there do not litter. An Injunctive norm, on the other hand, transmits group approval about a particular behavior; it dictates how an individual should behave. Watching another person pick up trash off the ground and throw it out, a group member may pick up on the injunctive norm that he ought to not litter. Descriptive norms depict what happens while injunctive norms describe what should happen.
Read more about this topic: Norm (social)
Famous quotes containing the words focus, theory and/or conduct:
“It’s sad but true that if you focus your attention on housework and meal preparation and diapers, raising children does start to look like drudgery pretty quickly. On the other hand, if you see yourself as nothing less than your child’s nurturer, role model, teacher, spiritual guide, and mentor, your days take on a very different cast.”
—Joyce Maynard (20th century)
“Many people have an oversimplified picture of bonding that could be called the “epoxy” theory of relationships...if you don’t get properly “glued” to your babies at exactly the right time, which only occurs very soon after birth, then you will have missed your chance.”
—Pamela Patrick Novotny (20th century)
“All the philosophy, therefore, in the world, and all the religion, which is nothing but a species of philosophy, will never be able to carry us beyond the usual course of experience, or give us measures of conduct and behaviour different from those which are furnished by reflections on common life. No new fact can ever be inferred from the religious hypothesis; no event foreseen or foretold; no reward or punishment expected or dreaded, beyond what is already known by practice and observation.”
—David Hume (1711–1776)