Subjective Norm and Influence on Attitudes (Essay Sample)

Subjective Norm and Influence on Attitudes
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Subjective Norm and Influence on Attitudes
Subjective norm refers to a pressure perceived to engage or not engage in a certain course of action or behavior (Lindsey, 2003). The subjective norm makes an individual have a pull and push force towards engaging in a particular natural or social course. The assumption in this norm is that the pressure is based on the normative beliefs concerning the expectation of an important issue or product (Ruffing, 2013).
Subjective norm is very imperative in the person's attitudes. It determines the kind of interaction a person holds with another person, issue or product. Specifically the strength of a person's attitude towards an issue is weighted by the motivation an individual has to comply positively with a situation such as the kinds of products to use in the market (Gibbons, 2013). For instance a customer under subjective norm may experience a negative pressure on using certain product in the market, that consequently leads to a negative attitude towards the product. Therefore subjective norms are responsible for the kind of attitude an individual develops. They also shape people attitudes...