Maria Knight Lapinski

Michigan State University | MSU · Department of Communication, Michigan AgBio Research

Primary emotions among populace about global health crisis such as the COVID-19 pandemic are informative. Guided by appraisal theories of emotions, this study explored emotional segmentations by mapping the primary emotions about the COVID-19 and investigating the impact of the emotions on cognitive and behavioral outcomes including risk perception...

As individuals make belief decisions on truths and falsehoods, a systematic organization of (mis)information emerges. In this study, we employ a network approach to illustrate how a sample of Americans share a cognitive network of false and true statements related to COVID-19. Moreover, we examine what factors are associated with the formation of m...

This study reports on an experimental test of the effects of descriptive and injunctive norm appeals on intentions to prevent food waste in China and the United States (N = 1449), testing the role of cultural context and group orientation in this process. Results showed that the main effects of descriptive and injunctive norm messages on behavioura...

To reduce the impact of communicable diseases like COVID-19, collective action is required and likely to be susceptible to normative influence as well as whether people are more or less collectively oriented. We extend the theory of normative social behavior (TNSB) to account for group orientation and predict the relationships between social norms...

This study investigates the influence of dynamic norms messages on behavioral intention via perceived future descriptive norms for two different pro-environmental behaviors and tests for the moderating role of group identity in the relationship between dynamic norms and behavior. The findings of an experiment show that perceived future descriptive...

This entry provides an introduction to the theory of normative social behavior (TNSB), proposed and developed by Rimal and Real and expanded by Lapinski and Rimal, including conceptualizations of key constructs, the main propositions in the TNSB, some of its research applications in health communication, as well as future directions for research on...

Recent work on voting behavior and political attitudes has established the relevance of anti-intellectual, anti-science and anti-expertise attitudes in politics. However, the increasing relevance of anti-expertise attitudes raises a paradox, as one of the most well-established claims of the persuasion literature concerns the influence of expert sou...

Negative perceptions and vulnerable feelings about sharks have been one of the greatest barriers to effective shark conservation efforts. This study used a self-report survey of young adults in a coastal state (N = 616) to examine how shark-related risk perceptions (severity and susceptibility) and sensation-seeking tendency influence cognitive vul...

Objectives To design and test the psychometric properties of four context-specific norm-related scales around handwashing with soap after toilet use: (1) perceived handwashing descriptive norms (HWDN); (2) perceived handwashing injunctive norms (HWIN); (3) perceived handwashing behaviour publicness (HWP); and (4) perceived handwashing outcome expec...

Social norms theories have guided social science research by predicting how and when social norms influence people’s behavior. However, there are still gaps in our understanding of how social norms are formed, maintained, and changed. It is possible that our own actions shape and perpetuate what we believe is normal. This study tests whether behavi...

Studies of social norms are common in the communication literature and are increasingly focused on cultural dynamics: studying co-cultural groups within national boundaries or comparing countries. Based on the review of the status quo in cross-cultural measurement development and our years of experience in conducting this research among a co-cultur...

We link the reciprocity model of Falk and Fischbacher (2006) with the theory of normative social behavior to study how financial incentives crowd out intrinsic motivation in both the short and long runs. Using data from a lab-based repeated public goods game, we find strong evidence in support of the reciprocity model and crowding out effects both...

Despite the importance of behaviours in promoting health and wellness, persuading people to adopt and sustain healthy behaviours remains a significant public health challenge. Considerable progress has been made in developing and testing theories about the personal, social, environmental and structural drivers of behaviours. However, theorizing abo...

In the United States, federal and local governments have attempted to contain the spread of Coronavirus Disease 2019 (COVID-19) by implementing a variety of policies such as stay-at-home orders and mask mandates. Perceptions can influence behaviors; therefore, it is important to understand how people perceive the stringency of COVID-19 policies, wh...

Breastfeeding is a health promoting social behavior but statistics suggest a persistent disparity of lower rates among African American mothers. The Theory of Normative Social Behavior (TNSB) explains when and how norms influence behaviors, but has produced inconsistent results with respect to proposed moderators group identity and injunctive norms...

The purpose of this study was to describe social norms and salient social identities related to breastfeeding intentions among African American mothers in Washington, D.C. Five focus groups were held with 30 mothers who gave birth to a child between 2016 and 2019. Two coders conducted pragmatic thematic analysis. This study demonstrated that women...

Conceptions of what is typical (descriptive norms) and socially appropriate (injunctive norms) are constrained by culture. Based on interviews with Tibetan pastoralists in Western China, we examine social norms and behaviors associated with managing domesticated animals. We describe the ways that behavioral decisions are influenced by interpersonal...

Background: Nearly 75% of Black non-Hispanic babies born in 2016 ever breastfed. However, Black mothers still experience barriers to breastfeeding, perpetuating disparities in exclusivity and duration. Subjects and Methods: Using data collected from five focus groups with Black mothers (N = 30) in Washington, District of Columbia during summer 201...

This study introduces the concept of value-expressive communication and examines its relationship with behavioral intent. Value-expressive communication is conceptualized as the verbal output of a value-expressive attitude. Value-expressive communication about exercise is examined in relationship to strength of religious faith, exercise attitudes,...

This paper presents the results of two experiments designed to test a susceptibility threshold in the shark cage diving context, positing that persons who are high relative to low sensation-seekers are more likely to approach risks that are portrayed as scary and moderately probable. The results of study one provide evidence for the susceptibility...

Literature on motivation crowding of financial incentives points to a potential role of social norms, but this literature has not attempted to quantify that role. We present an interdisciplinary model from economics and communication science that measures the effects of financial incentives on social norms and their joint effects on behavior, inclu...

Millions of dollars have been spent on the design and dissemination of educational materials to improve handwashing to prevent infectious diseases. School-age children have been the focus of many of these efforts; yet little is known about the content of these materials. This study uses content analysis to examine the theoretical and motivational t...

The current study tests the predictions of the theory of normative social behavior (TNSB) in a hand-washing context in a Korean sample and extends the theory to examine the role of perceived publicness, a variable believed to activate face concerns, as a moderator of the norm–behavior relationship. The findings show substantial main effects for all...

Interpersonal communication can influence the decisions people make about engaging in conservation behaviours. In-depth interviews with Tibetan pastoralists serve as the basis for examining interpersonal communication patterns and sources of interpersonal influence about grassland conservation behaviours. Herding and family groups are key collectiv...

Interdisciplinary analytical perspectives can bring important insights to address complex sustainability problems. In this paper we present and apply a model that integrates perspectives from economics and communication sciences to address the question of what happens to pro-environmental behavior after the introduction and then the withdrawal of p...

Background: Hand-hygiene interventions are widely used in schools but their effect on reducing absenteeism is not well known. Methods: The aim of our literature review was to determine whether implementation of a hand-hygiene intervention reduced infectious disease-associated absenteeism in elementary schools. The eligible studies (N = 19), publ...

Descriptive and injunctive social norms communicated among groups are known to influence behavior, yet little is known about how they evolve over time and how financial incentives influence norms. This article tests hypotheses about the ways in which monetary incentives can disrupt normative impact while facilitating cooperative behavior. The resul...

Grounded in construal‐level theory (CLT), this experiment examines how messages with different temporal frames (i.e., present‐ vs. future‐framed) influence individuals' perceptions of, and reactions to, water conservation. One hundred ninety‐three participants, 99 from China and 94 from the United States, participated in this study. Results indicat...

We revisit some ideas from our previous article on social norms by conceptualizing norms as dynamic entities that both affect and are affected by human action; elaborating on the distinction between collective and perceived norms; summarizing key findings from studies that have adopted the theory of normative social behavior (TNSB) and thereby prop...

The theory of normative social behavior (TNSB) describes the moderators of the descriptive norm-behavior relationship. Although specified in revisions to the model, the role of involvement as a moderator has not been fully explored. As such, this article predicts that different forms of involvement (i.e., value-, impression-, and outcome-relevant i...

Achieving an adequate hunter harvest of game animals that meets wildlife-disease management objectives is a challenge if hunters perceive too few animals relative to expectations. Persuasive communication is a strategy commonly used to influence human perceptions, attitudes, and behaviors in public health. Research on effectiveness of persuasive co...

The statistics for the spread of infectious diseases in schools are daunting: in a ten-year period, 286 outbreaks of food-borne diseases in schools were reported, resulting in more than 17,000 illnesses.1 In addition, 22 million school days and 38 million school days are lost to colds and the influenza virus, respectively.2 One way to prevent the s...

This study uses diffusion of innovations (DOI) as a framework for formative research to understand different stakeholders’ perceptions of renewable energy initiatives (i.e., wind, solar, and biomass). Focus groups (N =12) were conducted with several different stakeholders in Michigan: farmers (n = 17), rural residents (n = 20), urban residents (n =...

The social environment has changed rapidly as technology has facilitated communication among individuals and groups in ways not imagined 20 years ago. Communication technology increasingly plays a role in decision-making about health and environmental behaviors and is being leveraged to influence that process. But at its root is the fundamental nee...

Many normative beliefs are shared and learned through interpersonal communication, yet research on norms typically focuses on their effects rather than the communication that shapes them. This study focused on interpersonal communication during pregnancy to uncover (a) the nature of pregnancy-related communication and (b) normative information tran...

Human dimensions information about wildlife disease risk management is an important component in developing successful policies because policy implementation depends on stakeholder involvement and public support. Understanding how stakeholders perceive risks is fundamental to successful disease management, yet a clear systematic theo- ry-based fram...

A 2-part study examines the influence of normative messages on college males’ hand washing perceptions and behaviors. Study 1 tests for the appropriateness of hand washing as a target of social norms campaigns and tests messages designed to change perceived descriptive norms. Results indicated that hand washing behavior is appropriate for health pr...

Voting to tax oneself in the current economic climate seems improbable. Framed in theories of normative influence and behavior change, this study tests the factors that predict voting for a county-level millage (i.e., tax) to fund land preservation. Behavioral beliefs that contribute to people's attitudes toward the millage are identified and a mod...

Websites designed to promote risky activities provide a novel context for studying the role of emotional appeals and message sensation value (MSV) in risk messages in order to ultimately understand the type of messages that motivate people to engage in risk behaviors. Framed in theories of message design and emotion, this study investigates represe...

Child care centers are a unique context for studying communication about the social and personal expectations about health behaviors. The theory of normative social behavior (TNSB; Rimal & Real, 200524. Lapinski , M. and Rimal , R. 2005. An explication of social norms. Communication Theory, 15: 127–147. doi:10.1111/j.1468-2885.2005. tb00329x [Cro...

Smith and Smith claimed that altruistic action “is intended to benefit others beyond simple sociability or duties associated with role.” This definition will need to be carefully applied to behavior in communal cultures because they have extended obligation networks, the basis of which are expected helping behaviors offered to others in the network...

By design, field surveys of polio endemic areas of northern Nigeria reflect areas considered at high risk and low risk of polio viruses outbreaks. Judging by household surveys of 144 mothers at the 16 clusters of 8 Local Government Areas of Bauchi and Kano states, there is evidence to show that whereas spatial distribution of households according t...

Communication programs are a tool available to wildlife managers for managing risks associated with wildlife diseases such as bovine tuberculosis (TB). Evaluating these communication efforts is vital for successful disease management planning; yet, systematic evaluations of wildlife disease-related communication programs are lacking. To this end, w...

Adolescents’ wishful identification with televised scientist characters was examined as related to interactions among the following variables: gender of participant, gender of scientist character, program genre, and selected character attributes. Findings indicated some gender differences in adolescents’ wishful identification with scientist charac...

The Extended Parallel Process Model (EPPM; Communication Monographs, 59, 1992, 329) is a predominant message design theory in the social science fear appeal literature that provides a framework for effective communication of health-related information. This paper provides a review and update of the theory and the use of fear appeals in persuasion....

Decision‐makers can leverage understanding about the human dimensions (HD) of shark conservation to inform more effective conservation action. Characterizing risk frames on shark diving websites can provide insight about the HD of shark conservation and deepen understanding of the role of risk in influencing human relationships with wildlife. The o...

This content analysis examined portrayals of scientist characters in 14 television programs popular among or likely to have been viewed by middle school-age children. While male scientists significantly outnumbered and appeared in significantly more scenes than did female scientists, males and females were depicted similarly in reference to profess...

This journal has played a critical role in promoting normsbased scholarship. Publication of the first issue of Health Communication in 1989 coincided with the publication of the second edition of the popular health communication textbook Public Communication Campaigns (by Ronald E. Rice and Charles K. Atkin). In it, Robert Cialdini mentioned norms...

The "down low" is purported to contribute to social stigma associated with being homosexual and may influence risk behaviors. This article examines communication patterns among stigmatized groups and reports the findings from 32 structured interviews and five focus groups with African-American men who have sex with men. Results indicate negative em...

This two-study experimental design utilizes a group-based priming framework to investigate the relationship between exposure to television news portrayals that intersect race with violent crime and viewers' real-world racial judgments. Results from Study 1 reveal that both the gender of the viewer and the race of the TV news suspect influence subse...

This article reports the results of a small-scale quasi-experiment that tested the efficacy of the Prevention Options for Positives intervention. The experiment tested for the outcomes of group sessions combined with individual-level counseling (ILC) versus ILC-only for men who have sex with men who are HIV positive. Both arms of the intervention w...

Little as known about how people living with HIV/AIDS (PLWH/A) assess their vulnerability to non-HIV related risk factors, and how this judgement is affected by perceived similarity with others. This study indicates not only that PLWH/A are optimistically biased in their risk pereceptions, but also that they do not use others' HIV status to assess...

The labeling of over-the-counter (OTC) drugs is critical to their safe and effective use, and certain warnings are meant to be read at the point of purchase (POP). Examples include (i) warnings that alert consumers to the fact that the package is not child-resistant and (ii) warnings that alert consumers to potential product tampering. U.S. law man...

Early adolescence is a critical time for fostering girls' awareness and interest in science, engineering, and technology careers as they actively construct their identities. Possible selves theory describes the factors that influence adolescent girls as they create current and future identities. Research suggests that media models can influence vie...

HIV/AIDS-related stigma is believed to result in negative social consequences for people with the disease and to be a deterrent to HIV serostatus testing. The ability of communicators to change people's stigma perceptions and subsequently impact decisions to test, however, is not well understood. Based on the entertainment-education approach, this...

Purpose The purpose of this research paper is to segment US consumers based on their attitudes towards food safety and to demographically characterize each segment so that effective risk communication strategies and outreach programs may be developed to target vulnerable groups. Design/methodology/approach Factor analysis and hierarchical cluster...

What people choose to do, the behaviors they enact or refrain from enacting, is guided by a number of factors, including their own dispositions, the situational context in which they find themselves, the social roles they take on, and their interpersonal relationships. The study of how people's behaviors are guided, in part, by social norms has bee...

Gender stereotypes in the mass media perpetuate traditional views of women that may influence children's perceptions of women in science, engineering, and technology. This study used a randomized posttest-only control group design to determine the efficacy of media literacy training on middle school–aged children's perceptions of scientists. Partic...

Co-cultural theory provides a theoretical framework that examines the ways that members of co-cultural groups communicate when interacting with members of a dominant culture (Orbe, 1998a46. Orbe , M. 1998a . Constructing co-cultural theory: An explication of culture, power, and communication , Thousand Oaks, CA : Sage . View all references). The te...

Social norms have been shown to impact behaviors, but with mixed results. The theory of normative social behavior delineates factors that moderate the relationship between descriptive norms and behaviors, and it addresses the attributes of behaviors that make them susceptible to normative influence. This study tests whether group orientation modera...

This paper advances an argument in favor of conducting and reporting confirmatory factor analyses (CFA) on existing and previously validated scales and reporting the findings of those analyses in published research. Previous evidence of scale validity does not necessarily ensure validity in subsequent uses. Instead, scale invariance is best viewed...

Like traditional media, information on the World Wide Web may encourage both healthy and unhealthy behaviors. This study reports on the content analysis of a particular genre of Web site that promotes unhealthy behaviors: pro-eating disorder Web sites. Framed in message design theory, the results of this study indicate that messages on pro-eating d...

This study examined the efficacy of media literacy training designed to teach critical thinking about gender stereotypes on middle school-aged children's recognition of gender stereotypes; perceptions of women in science, engineering, and technology (SET); and attitudes toward SET and SET careers. A total of 302 seventh-grade students were randomly...

In recent years researchers have focused attention on understanding the role of normative factors in influencing behaviors. Although there is some evidence to support the idea that restructuring normative beliefs can result in behavior change, the norms literature is largely silent about how or why this influence occurs. The theory of normative soc...

This article identifies four factors for consideration in norms-based research to enhance the predictive ability of theoretical models. First, it makes the distinction between perceived and collective norms and between descriptive and injunctive norms. Second, the article addresses the role of important moderators in the relationship between descri...

This paper offers a critical rejoinder in the discussion concerning the viability of self-construal scales. It is our contention that the existing data reported in our previous article (Levine et al., 2003) and elsewhere are more than sufficient to justify the conclusion that self-report scales purporting to measure interdependent and independent s...

Self-construal is thought to mediate and explain the effects of culture on a wide variety of outcome variables. A meta-analysis of published cross-cultural self-construal research is reported in this article, and the results across studies suggests that the evidence for the predicted cultural differences is weak, inconsistent, or nonexistent. The r...

Studying the psychological needs served by holding certain attitudes is the focus of the functional approach to attitudinal research. One function evidenced consistently in attitudinal studies is the ego-defensive function. Attitudes serving an ego-defensive function protect one's self-concept from counterattitudinal messages about the self. This p...

This paper offers a preliminary exploration into how culture and cultural orientation influence the perception of deceptive messages. Information manipulation theory (IMF) posits that covert violations of Grice's four conversational maxims give rise to messages that are functionally deceptive. This study (N = 323) attempted to replicate previous IM...

Surveys of Michigan farmers in 1996 (851 responses) and 1999 (730 responses) found that, by 1999, part-time farmers outnumbered full timers and more were employed outside farming. Part-time farmers participated less in Michigan State University extension programs. By 1999, marketing, business management, and farm economics had become important topi...

A study of the information-seeking behaviors and preferred method of information delivery of Michigan farmers (1996, n=851; 1999, n=730) found that (1) most do not use Web-based information; (2) income and farm size was positively correlated to delivery; and (3) part-time farmers used fewer information sources. Electronic sources were more popular...

Consistent with Cialdini's Negative State Relief Model it has been established repeatedly that targets of compliance‐gaining attempts comply with a request to help more frequently when those targets feel guilty than when they do not feel guilty. Expanding upon this result it was predicted that to the extent that a compliance‐gaining message serves...

This paper presents a theoretically based formative evaluation of practices beliefs and perceptions regarding HIV/AIDS and condom use for commercial sex workers truck drivers and their assistants and young men who live or work along the Trans-Africa Highway in Kenya. The Extended Parallel Process Model (EPPM) was used in this study to explain when...

Print HIV/AIDS prevention campaign materials (e.g., posters, pamphlets, stickers) from 10 public health organizations in Kenya were evaluated according to the Extended Parallel Process Model (EPPM), a health behavior change theory based on the fear appeal literature, at various sites along the Trans-Africa Highway in Kenya. Three groups each of com...

Radon gas is a significant health threat linked to thousands of preventable deaths each year. One population that may be at increased risk from harm from radon exposure is African Americans. However, little is known about what African Americans think or know about radon. A theoretically based evaluation of radon awareness and reduction campaigns wa...

This essay critically examines two articles addressing deceptive messages. We take exception with the Jacobs, Dawson, and Brashers claim that IMT is inconsistent with Grice, and compare their arguments to those of Grice. The Jacobs et al. data are reanalyzed and shown to be inconsistent with their premise that deception derives solely from erroneou...