The Importance of Subjective Norms for a Minority of People: between Subjects and within-Subjects Analyses

Abstract

Intentions to perform most behaviors are more controlled by attitudes than by subjective norms. Yet subjective norms typically account for a significant, albeit small, proportion of unique variance in intentions. To explore the hypothesis that this effect can be explained largely by individual differences in the degree to which some people are apt to be more under normative control, subjects were asked to indicate their intentions, attitudes, and subjective norms toward performing 30 behaviors. Between-subjects and within-subjects analyses were performed. The within-subjects analyses revealed important differences in whether subjects are under attitudinal or normative control across the behaviors. Further, when "normatively controlled" subjects were excluded from the sample, the significant effects of subjective norms on intentions that were obtained in previous between-subjects analyses were eliminated, and the attitudinal effects were augmented. Finally, this individual difference was associated with the strength of the collective self;