摘要：Social norms, as a topic of inquiry, has garnered significant attention from a variety of perspectives in recent years.Because of the rapidly-growing interest in social norms from scholars in multiple disciplines, this area of scholarshipis often characterized by a lack of clarity on what constitutes social norms and how key concepts are operationalized.The objectives of this article are to (a) provide a review of the fast-expanding literature on social norms, (b) delineatesimilarities and differences in key operational definitions, (c) review theories that explicate how norms affect behaviors,(d) propose a revised theoretical framework that helps organize our understanding of normative inf luence onbehavior, and (e) provide suggestions for future research in this area. This review highlights the need to considerwhether a behavior is enacted spontaneously or after deliberation. If the former, whichever attitude or norm is mostsalient will likely have a direct effect on behavior. If the latter, we propose that behavioral, individual, and contextualattributes will inf luence the extent to which norms shape behavioral intentions and subsequent behavior. Finally,this review highlights the need for more studies designed to test the causal relationship between social normsand behaviors, as well as those that study norms from a qualitative perspective.
关键词：Social norms; descriptive norms; injunctive norms; focus theory of normative conduct; theory of normative social behavior; health behavior; health interventions
