Based on the predictions of the theory of normative social behavior (TNSB), the present study is designed to test whether and how messages about the prevalence of flu vaccination influence perceived descriptive norms, how the perceived descriptive norms further impact vaccination intentions, and the hypothesized effects of group identity and group orientation that moderate the relationship between perceived norms and behavioral intentions. To answer these questions, an experiment (N = 134) was conducted where participants were randomly assigned to receive fictitious messages about the prevalence of flu vaccination among their college mates. Their perceptions toward the norms, their group tendencies, as well as their intentions of pro-vaccination behaviors were then measured on scales. Inferential statistics showed that though participants’ perceived descriptive norms were successfully manipulated by providing different messages, neither the hypothesized direct effect of perceived norms on behavioral intention nor the moderating effects of group identity/orientation was significant. Potential causes of the result were discussed.
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