Subjective Norm

Subjective norm is the perceived social pressure to engage or not to engage in a behavior. Drawing an analogy to the expectancy–value model of attitude (see attitude toward the behavior), it is assumed that subjective norm is determined by the total set of accessible normative beliefs concerning the expectations of important referents. Specifically, the strength of each normative belief (n) is weighted by the person's motivation to comply (m) with the referent in question, and the products are aggregated, as shown in the following equation.