To Think or Not to Think: The Effect of Cognitive Deliberation on Social Norm Influence

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Abstract

This study examines the effect of descriptive and injunctive norms under different levels of cognitive deliberation. Results show that whereas cognitive load limits the influence of both norms, cognitive deliberation increases the effect of descriptive and decreases the effect of injunctive norms due to the valence of activated thoughts.
Original languageEnglish
JournalAdvances in Consumer Research
Volume38
Publication statusPublished - 2011

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