Injunctive and Descriptive Norm Effects on Physical Activity

The purpose of the current study was to test the application of the focus theory of normative conduct (Cialdini, Kallgren, & Reno, 1990) on exercise; specifically how normative feedback (i.e., descriptive and descriptive plus injunctive norms) affects levels of physical activity using a non-self-report measure of physical activity. Fifty-two participants between the ages of 18 and 23 were randomly assigned to either the descriptive or descriptive plus injunctive condition. The participants completed the first phase of the study individually, outside of the lab via Qualtrics. The participants completed a demographic questionnaire to obtain a sample description and the International Physical Activity Questionnaire (The International Physical Activity Questionnaire, 2002) to assess past physical activity before beginning participation in the study. Next, the participants downloaded the MyFintessPal (MFP) application on their phones and were instructed to log every physical activity in the electronic diary immediately after termination of each participation. The participants also received a Ftibit Zip pedometer and were instructed to wear the pedometer daily. On day 15 and 22 of participation in the current study, normative feedback was delivered via a multimedia messaging service (MMS) sent via email to the participant’s smart phones. Participants responded electronically to questions about the normative feedback. There was a significant effect of time with more average steps after normative feedback and a trend toward more average in the descriptive plus injunctive condition compared to the descriptive condition. However, due to data loss, the study was underpowered so conclusions are tentative and require further replication