critique for theory of planned behaviour -Norm activation theory

Norm Activation Theory- Shalom Schwartz (1977)

This main aspect of this theory is that the personal norms are the main direct element that decides pro-social behaviour and is not relating to intention of the person. The author argues that personal norms usually play a role in creating a strong feeling of moral obligation, which encourages pro-social behaviour. “Schwartz argued that some behaviours are intended quite specifically ‘to benefit another as an expression of internal values, without regard for.. social and material reinforcements’ “

There are two main psychological aspects that determines the internalised personal norms:

1-    Awareness of Consequences

2-    Ascription of responsibility

The intensity of the relationship between personal norm and behaviour varies and is strong when one is aware of the negative consequences of choosing not to engage in pro-social behaviour, but accepts responsibility for the consequences. On the other hand, it is weak when one doesn’t know the negative consequences and denies responsibility.