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 moderates the impact of descriptive norms on water conservation attitudes and behavioral intentions. Findings indicate a consistent pattern of interactions for descriptive norms and group orientation on both attitudes and behavioral intent. Implications for normative theory and campaign design are addressed.
Exposure to HIV/AIDS media among adolescents in sub-Saharan Africa was reported as low in the early 2000s, but now given developments in technology and program appeal, there emerges a need for reassessment. Given that communication, particularly through the media plays a major role in stemming the spread of the epidemic, this study examines the HIV/AIDS media exposure, knowledge, attitude, and practice (KAP) of adolescent Islamiyya girls in northern Nigeria as a predominantly Muslim society. The objectives of the study were to (1) identify the girls' major sources of information on HIV/AIDS; (2) assess their exposure to HIV/AIDS media and their HIV/AIDS knowledge, attitude and practice; and (3) verify relationships between media exposure and HIV/AIDS KAP. Based on the Advertising Research Foundation's Hierarchy of Effects model, hypotheses were posed to test the relationships. A questionnaire survey was administered on a randomly selected sample of 500 Islamiyya girls in Bauchi, Nigeria, from an estimated population of 35,000. Results were analyzed using descriptive statistics and partial least squares structural equation modeling. The results showed media exposure is not a significant predictor of HIV/AIDS practice, but it is a significant predictor of HIV/AIDS knowledge. And HIV/AIDS knowledge significantly predicted both HIV/AIDS attitude and practice. HIV/AIDS attitude also significantly predicted HIV/AIDS practice. It is thus concluded that among Nigerian adolescent girls, exposure to HIV/AIDS media is a necessary but not a sufficient predictor of HIV/AIDS KAP.
Understanding the determinants of COVID-19 vaccine uptake is important to inform policy decisions and plan vaccination campaigns. The aims of this research were to: (1) explore the individual- and country-level determinants of intentions to be vaccinated against SARS-CoV-2, and (2) examine worldwide variation in vaccination intentions. This cross-sectional online survey was conducted during the first wave of the pandemic, involving 6697 respondents across 20 countries. Results showed that 72.9% of participants reported positive intentions to be vaccinated against COVID-19, whereas 16.8% were undecided, and 10.3% reported they would not be vaccinated. At the individual level, prosociality was a significant positive predictor of vaccination intentions, whereas generic beliefs in conspiracy theories and religiosity were negative predictors. Country-level determinants, including cultural dimensions of individualism/collectivism and power distance, were not significant predictors of vaccination intentions. Altogether, this study identifies individual-level predictors that are common across multiple countries, provides further evidence on the importance of combating conspiracy theories, involving religious institutions in vaccination campaigns, and stimulating prosocial motives to encourage vaccine uptake.