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The Moderating Effect of Cultural Tightness on the Influence of Personal Values and Social Norms on Behavior.

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Title: The Moderating Effect of Cultural Tightness on the Influence of Personal Values and Social Norms on Behavior.
Authors: Elster, Andrey (AUTHOR), Ron, Lior (AUTHOR)
Source: Journal of Personality. Jun2026, Vol. 94 Issue 3, p507-519. 13p.
Subjects: Values (Ethics), Social norms, Green behavior, Social influence, Planned behavior theory, Sociocultural factors
Abstract: Introduction: Behavior is not solely determined by individual dispositions or situational demands, but by the dynamic interplay between them. The current research investigates the contextual sensitivity of behavioral determinants by examining how personal values and social norms influence behavior across tight and loose cultural contexts. Method: We either measured (Study 1: n = 762) or manipulated (Study 2: n = 564) cultural tightness and examined how it moderates the influence of experimentally induced personal values and social norms on environmental behavior. Results: As hypothesized, in loose contexts, which are characterized by weak norms and high tolerance for deviance, only personal values influenced behavior, whereas the effect of social norms did not differ from the control condition. Contrary to our hypothesis, in tight contexts, which are characterized by strong norms and low tolerance for deviance, personal values and social norms both influenced behavior as compared to the control condition, potentially due to their enhanced accessibility. In both studies, the results were highly consistent regarding behavioral intentions; however, they did not translate to overt behavior. Conclusions: Cultural tightness provides a comprehensive theoretical framework for a nuanced understanding of how contextual factors shape the relative influence of personal versus societal forces on human behavior. [ABSTRACT FROM AUTHOR]
Copyright of Journal of Personality is the property of Wiley-Blackwell and its content may not be copied or emailed to multiple sites without the copyright holder's express written permission. Additionally, content may not be used with any artificial intelligence tools or machine learning technologies. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)
Database: Psychology and Behavioral Sciences Collection
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  Data: The Moderating Effect of Cultural Tightness on the Influence of Personal Values and Social Norms on Behavior.
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  Data: <searchLink fieldCode="AR" term="%22Elster%2C+Andrey%22">Elster, Andrey</searchLink> (AUTHOR)<br /><searchLink fieldCode="AR" term="%22Ron%2C+Lior%22">Ron, Lior</searchLink> (AUTHOR)
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  Data: <searchLink fieldCode="JN" term="%22Journal+of+Personality%22">Journal of Personality</searchLink>. Jun2026, Vol. 94 Issue 3, p507-519. 13p.
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  Data: <searchLink fieldCode="DE" term="%22Values+%28Ethics%29%22">Values (Ethics)</searchLink><br /><searchLink fieldCode="DE" term="%22Social+norms%22">Social norms</searchLink><br /><searchLink fieldCode="DE" term="%22Green+behavior%22">Green behavior</searchLink><br /><searchLink fieldCode="DE" term="%22Social+influence%22">Social influence</searchLink><br /><searchLink fieldCode="DE" term="%22Planned+behavior+theory%22">Planned behavior theory</searchLink><br /><searchLink fieldCode="DE" term="%22Sociocultural+factors%22">Sociocultural factors</searchLink>
– Name: Abstract
  Label: Abstract
  Group: Ab
  Data: Introduction: Behavior is not solely determined by individual dispositions or situational demands, but by the dynamic interplay between them. The current research investigates the contextual sensitivity of behavioral determinants by examining how personal values and social norms influence behavior across tight and loose cultural contexts. Method: We either measured (Study 1: n = 762) or manipulated (Study 2: n = 564) cultural tightness and examined how it moderates the influence of experimentally induced personal values and social norms on environmental behavior. Results: As hypothesized, in loose contexts, which are characterized by weak norms and high tolerance for deviance, only personal values influenced behavior, whereas the effect of social norms did not differ from the control condition. Contrary to our hypothesis, in tight contexts, which are characterized by strong norms and low tolerance for deviance, personal values and social norms both influenced behavior as compared to the control condition, potentially due to their enhanced accessibility. In both studies, the results were highly consistent regarding behavioral intentions; however, they did not translate to overt behavior. Conclusions: Cultural tightness provides a comprehensive theoretical framework for a nuanced understanding of how contextual factors shape the relative influence of personal versus societal forces on human behavior. [ABSTRACT FROM AUTHOR]
– Name: AbstractSuppliedCopyright
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  Group: Ab
  Data: <i>Copyright of Journal of Personality is the property of Wiley-Blackwell and its content may not be copied or emailed to multiple sites without the copyright holder's express written permission. Additionally, content may not be used with any artificial intelligence tools or machine learning technologies. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract.</i> (Copyright applies to all Abstracts.)
PLink https://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=pbh&AN=193690793
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        Value: 10.1111/jopy.70018
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        Text: English
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        PageCount: 13
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      – SubjectFull: Values (Ethics)
        Type: general
      – SubjectFull: Social norms
        Type: general
      – SubjectFull: Green behavior
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      – SubjectFull: Social influence
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      – SubjectFull: Planned behavior theory
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      – SubjectFull: Sociocultural factors
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              Text: Jun2026
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              Y: 2026
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