Croy Gerry, Gerrans Paul, Speelman Craig
School of Accounting, Finance and Economics, Edith Cowan University, Joondalup, Western Australia.
Int J Aging Hum Dev. 2010;71(4):259-82. doi: 10.2190/AG.71.4.a.
Consistent with the global trend to shift responsibility for retirement income provision from the public purse to individuals has been encouragement to save more and to manage investment strategy. Analyzing data from 2,300 respondents to a randomly distributed questionnaire, this article focuses on the motivational importance of social norms. The study finds injunctive social norms (what is commonly approved or disapproved of) exert greater influence than descriptive social norms (what is commonly done) in predicting retirement savings intentions. Modeling employs the theory of planned behavior, and also finds injunctive social norm has predictive primacy over attitude and perceived behavioral control. Discussion advocates a balanced approach to intervention design, and identifies opportunities for the further study of normative message framing.
与全球将退休收入提供责任从公共财政转向个人的趋势相一致的是，鼓励人们更多地储蓄并管理投资策略。本文通过分析对随机发放问卷的2300名受访者的数据，重点关注社会规范的激励重要性。研究发现，在预测退休储蓄意愿方面，指令性社会规范（通常被认可或不认可的行为）比描述性社会规范（通常的行为方式）产生更大影响。建模采用计划行为理论，还发现指令性社会规范在预测方面比态度和感知行为控制具有首要地位。讨论主张采用平衡的干预设计方法，并确定了进一步研究规范性信息框架的机会。
