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Mere exposure affects perceived descriptive norms: Implications for personal preferences and trust

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  • Kwan, Letty Y.-Y.
  • Yap, Suhui
  • Chiu, Chi-yue

Abstract

One type of perceived descriptive norm is representations of how widely known or familiar particular entities (including artifacts, people, groups, ideas and practices, etc.) are in one’s society. These perceptions are implicated in important interpersonal, organizational and cultural processes. The authors hypothesize that these familiarity perceptions are formed in part through mere exposure—things frequently seen are assumed to be widely known. Two experimental studies provided support for this hypothesis and showed that incidental exposure to stimulus objects alters their assumed familiarity to others, without conscious processing. Furthermore, this mere exposure effect affected personal preference only when there was a strong motivation for social connectedness. In contrast, when there was a strong motivation for personal distinctiveness, the mere exposure effect on assumed familiarity to others did not affect personal preference.

Suggested Citation

  • Kwan, Letty Y.-Y. & Yap, Suhui & Chiu, Chi-yue, 2015. "Mere exposure affects perceived descriptive norms: Implications for personal preferences and trust," Organizational Behavior and Human Decision Processes, Elsevier, vol. 129(C), pages 48-58.
    • Handle: RePEc:eee:jobhdp:v:129:y:2015:i:c:p:48-58
    DOI: 10.1016/j.obhdp.2014.12.002
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    References listed on IDEAS

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    1. Jonah Berger & Chip Heath, 2007. "Where Consumers Diverge from Others: Identity Signaling and Product Domains," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 34(2), pages 121-134, June.
    2. Robert Cialdini, 2007. "Descriptive Social Norms as Underappreciated Sources of Social Control," Psychometrika, Springer;The Psychometric Society, vol. 72(2), pages 263-268, June.
    3. Savani, Krishna & Wadhwa, Monica & Uchida, Yukiko & Ding, Yu & Naidu, N.V.R., 2015. "When norms loom larger than the self: Susceptibility of preference–choice consistency to normative influence across cultures," Organizational Behavior and Human Decision Processes, Elsevier, vol. 129(C), pages 70-79.
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    Cited by:

    1. Morris, Michael W. & Hong, Ying-yi & Chiu, Chi-yue & Liu, Zhi, 2015. "Normology: Integrating insights about social norms to understand cultural dynamics," Organizational Behavior and Human Decision Processes, Elsevier, vol. 129(C), pages 1-13.
    2. Mirko Heinzel & Andrea Liese, 2021. "Managing performance and winning trust: how World Bank staff shape recipient performance," The Review of International Organizations, Springer, vol. 16(3), pages 625-653, July.
    3. Khim Kelly & Pamela R. Murphy, 2021. "Reducing Accounting Aggressiveness with General Ethical Norms and Decision Structure," Journal of Business Ethics, Springer, vol. 170(1), pages 97-113, April.
    4. Asongu, Simplice & Amari, Mouna & Jarboui, Anis & Mouakhar, Khaireddine, 2021. "ICT dynamics for gender inclusive intermediary education: Minimum poverty and inequality thresholds in developing countries," Telecommunications Policy, Elsevier, vol. 45(5).
    5. Savani, Krishna & Wadhwa, Monica & Uchida, Yukiko & Ding, Yu & Naidu, N.V.R., 2015. "When norms loom larger than the self: Susceptibility of preference–choice consistency to normative influence across cultures," Organizational Behavior and Human Decision Processes, Elsevier, vol. 129(C), pages 70-79.
    6. Maliheh Paryavi & Iris Bohnet & Alexandra van Geen, 2019. "Descriptive norms and gender diversity: Reactance from men," Journal of Behavioral Public Administration, Center for Experimental and Behavioral Public Administration, vol. 2(1).
    7. Shen, Meng & Young, Robert & Cui, Qingbin, 2016. "The normative feedback approach for energy conservation behavior in the military community," Energy Policy, Elsevier, vol. 98(C), pages 19-32.

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