Nonprofit Advertising and Behavioral Intention: the Effects of Persuasive Messages on Donation and Volunteerism Page: 25
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The antecedent to subjective norms in the theory of planned behavior is normative belief,
which is the perceived behavioral expectations of important referent groups (e.g. co-workers,
schoolmates), or people (e.g. parents, spouse) in an individual's life, and whether the referents
approve or disapprove of the behavior being considered by the individual (Ajzen 1991).
Referents vary depending on the population and behavior being studied. Normative belief
strength is influenced by the individual's motivation to comply (Ajzen 1991) with each referent
being considered. This motivation contributes to the SN in direct proportion to the individual's
perception that the referent thinks the individual should or should not perform the behavior being
considered (Ajzen and Fishbein 1980).
Therefore, taking the wider social context into consideration is a must for those
examining behavior through the lens of TPB (Terry and Hogg 2000) because perceived group
norms are related to attitude (Terry and Hogg 1996). While some research has called for the
removal of norms from TPB analysis because of a lack of influence on individual intentions
(Sparks et al. 1995), in investigating the predictive potential of subjective norms within the
theory of planned behavior, Lim and Dubinsky (2005) suggest that SN may be understated in
consumer research. Latimer and Martin Ginis (2005) found they were significant for predicting
individual's intention, but only if the individuals were worried about being met with disapproval
from other people. Subjective norms were also significant in research measuring intention of
employees to support a corporate objective (Jimmieson, Peach, and White 2008) when
employees who associated themselves with a reference group that supported the initiative were
more likely to have stronger behavioral intentions, with subjective norms also predicting
participation. Godin, Conner, and Sheeran (2005) also found that internalized SN play a
significant role in the predictive ability of TPB, particularly when examining motivation to adopt25
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Van Steenburg, Eric. Nonprofit Advertising and Behavioral Intention: the Effects of Persuasive Messages on Donation and Volunteerism, dissertation, August 2013; Denton, Texas. (https://digital.library.unt.edu/ark:/67531/metadc500011/m1/35/: accessed July 17, 2024), University of North Texas Libraries, UNT Digital Library, https://digital.library.unt.edu; .