Differentiating Among Motives for Norm Conformity

Two studies investigated why individuals conform to social norms. The authors propose that individuals conform to social norms to satisfy 3 general motives: accuracy, self-related, and other-related. Building on previous behavior prediction models, Study 1 found that measures of norms that identify specific motivational goals predicted behavior and intention better than did standard measures of social norms that consider only other-related motives for conformity. Study 2 investigated whether variations in the situational context are associated with alterations in motivational reasons for conforming to norms. Results indicated that one's motives for conforming to norms are sensitive to situational constraints. The findings from both studies suggest that, when predicting normative influences on behavior, research should address multiple motives underlying conformity with social norms.