Dynamic vs. Static Descriptive Norms in the Context of Vaping Cessation: The Role of Injunctive and Preconceived Norms

Building on the social norms theory and the dynamic norms literature, the current study compared the effects of dynamic norms to static norms in the context of vaping cessation (i.e. quitting vaping). The study also examined the additive effect of adding injunctive norms to descriptive norms and tested the moderating effect of individuals' preconceived vaping norms on the relationship between normative messages and vaping-related responses. Young adults (<i>N</i> = 357) were randomly assigned to one of five conditions in a 2 (descriptive norms: dynamic norms, static norms) by 2 (injunctive norms: present, absent) + 1 control between-subjects online experiment. Results showed that dynamic norms were more credible and led to higher intentions to quit vaping, compared to static norms. The persuasive advantage of dynamic norms over static norms on message credibility was more salient when injunctive norms were absent. Moreover, the persuasive advantages of dynamic (vs. static) norms seemed to concentrate on participants with high preconceived vaping norms. Findings, limitations, and implications of the study are discussed.