Theory of Normative Social Behavior

Abstract This entry provides an introduction to the theory of normative social behavior (TNSB), proposed and developed by Rimal and Real and expanded by Lapinski and Rimal, including conceptualizations of key constructs, the main propositions in the TNSB, some of its research applications in health communication, as well as future directions for research on the theory. The TNSB explicates the processes by which normative influence on behaviors is exerted and moderated. It posits that the influence of perceived descriptive norms on behaviors is moderated by a series of variables, such as perceived injunctive norms, outcome expectations, group identity, and behavioral attributes. In a recent expansion of the theory, more potential moderators are identified, including individual‐level factors (e.g., involvement, self‐monitoring, self‐efficacy) and interpersonal‐ and societal‐level moderators (e.g., group proximity, interdependence). The TNSB offers a communication‐based perspective in studying the process of social influence as a function of interpersonal and mediated communication. Numerous studies using the TNSB on a variety of health‐related issues (e.g., handwashing, smoking cessation, reducing binge drinking, sunscreen application) provide empirical support to the propositions in this theory. As such, the TNSB remains one of the widely utilized theories in health communication scholarship.