Based on the focus theory of normative conduct, discrete emotion approaches and the heuristic-systematic model, this study examined the effects of descriptive norms message and prior recycling behavior on affective responses, cognitive responses, attitudes, and intentions toward recycling. It was predicted that the effect of descriptive norm messages on young people's feelings of satisfaction and guilt, number and valence of thoughts, attitudes, and behavioral intentions toward recycling would be moderated by prior recycling behavior. It was also predicted that the descriptive norm message - attitude/intention relationship is mediated by emotional responses which result from a discrepancy between prior recycling activity and the descriptive norm message. In the main experiment, one hundred-eighty-eight college students were exposed to either a high prevalence or a low prevalence message. Prior recycling behavior, aroused emotions, message processing, attitude, and intention to recycling were measured to see if any differences existed as a function of the individual's prior recycling behavior and descriptive norm message exposure. Overall, results indicated that prior recycling moderated only the relationship between descriptive norms messages and intention to recycling. Descriptive norms message was a significant predictor of feelings of satisfaction while prior recycling behavior was a significant predictor of feelings of guilt. There was no significant difference in the number of thoughts across experimental condition. There was a significant difference between recyclers in the high prevalence condition and those in the low prevalence condition in valence of thoughts such that recyclers in the high prevalence condition had greater number of positive thoughts while recyclers in the low prevalence condition had fewer number of positive thoughts.
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