subjective norms

Meaning: In the theory of reasoned action and its extension, the theory of planned behavior, subjective norms are the perceived social pressure to perform or avoid a behavior. They reflect what the person believes family, friends, or coworkers think they should do, combined with how motivated the person is to go along with those people. Subjective norms join two other inputs: attitude toward the behavior and, in the planned-behavior version, perceived behavioral control. Together these shape behavioral intention, which in turn predicts behavior.

On the MCAT: A passage describes someone deciding whether to quit smoking, exercise, or recycle. You may be asked to identify which statement is a subjective norm (for example, "my friends expect me to quit"), or to predict how intention changes if the person joins a new peer group. Questions also ask why attitudes alone often predict behavior poorly. Attitudes tend to predict behavior better when social expectations agree with them, the behavior is specific, and the person feels able to carry it out.

Common confusion: Subjective norms are the person's perception of others' expectations, not the actual views of those others, so they can be wrong. They are also separate from the person's own attitude. A student who personally likes studying has a positive attitude. A student who thinks classmates expect them to study is reporting a subjective norm.