Subjective norms

Definition

Subjective norms refer to the perceived social pressure that individuals feel to engage or not engage in a specific behavior, based on the opinions and expectations of others. This concept is vital as it highlights how personal decisions are influenced by the beliefs of people around us, including family, friends, and social groups, which can ultimately drive consumer behavior and decision-making processes.

5 Must Know Facts For Your Next Test

1. Subjective norms play a crucial role in models like the Theory of Planned Behavior, which explains how intentions influence actual behaviors.
2. People are often more likely to adopt behaviors that they believe are favored by those they respect or care about, showcasing the power of social relationships.
3. Cultural context can significantly affect subjective norms; different cultures have varying expectations that influence consumer behavior.
4. Subjective norms can change over time as societal values evolve or as individuals' social circles shift, impacting consumer trends.
5. Marketers often leverage subjective norms by using testimonials and endorsements to create a perception of social approval for their products.

Review Questions

• How do subjective norms affect an individual's decision-making process when considering a purchase?
  • Subjective norms influence an individual's decision-making by creating a sense of social pressure based on the beliefs and expectations of significant others. If individuals believe that their friends or family expect them to purchase a particular product, they are more likely to comply with those expectations. This social aspect can override personal preferences, leading to decisions that align with perceived social approval.
• Discuss the relationship between subjective norms and behavioral intention in the context of consumer behavior theories.
  • Subjective norms directly impact behavioral intention by shaping how individuals evaluate the likelihood of engaging in specific behaviors. In consumer behavior theories like the Theory of Planned Behavior, subjective norms work alongside individual attitudes to form a person's intention to act. When individuals perceive strong positive pressure from their social groups to buy or use a product, their intention to engage in that behavior increases significantly.
• Evaluate the implications of changing subjective norms on marketing strategies and consumer behavior over time.
  • As societal values and subjective norms shift, marketers must adapt their strategies to align with new consumer expectations. For example, if environmental consciousness becomes a dominant norm, brands may need to emphasize sustainability in their messaging. Understanding these changes allows businesses to remain relevant and effectively connect with consumers whose purchasing behaviors are increasingly influenced by what is deemed socially acceptable or desirable.

Related terms

Social Influence: The effect that other people have on an individual's attitudes, beliefs, or behaviors, often shaping their choices and actions.

Attitude Toward Behavior: An individual's positive or negative evaluation of performing a particular behavior, which, along with subjective norms, influences behavioral intentions.

Behavioral Intention: The likelihood that a person will engage in a behavior, shaped by subjective norms and individual attitudes.