HIERARCHICAL NORM ACTIVATION MODEL CONCERNING SOCIAL PROBLEMS

Abstract

  To ease the situation of social dilemma, norm is known as an important psychological factor. In this study, we suggest hierarchically norm activation model on pro-environmental behavior while extending Schwartz's norm activation theory (NAT). In the model, moral obligations (MOs) are assumed to be activated hierarchically from abstract level to concrete level. It was also hypothesized that number of MOs get increases as the level becomes concrete, and that a concrete-level MO is activated by abstract level MOs as well as an awareness of consequences (AC) corresponding to the concrete-level MO as hypothesized in NAT. We test this model using data (n=164) obtained from an experimental class in elementary school about public transportation. As a result, we found that 1) MOs were hierarchically activated by more abstract level-MOs as well as by ACs, which supports our model, and 2) ACs were activated by the class, that also results in activation of MOs.