Abstract：Social norms information is an important way to guide the customer behavior Generally can be divided into descriptive and injunctive social norms But few study focus on the the individual ‘s process with the information after receiving Customers’ processing mode is worthy studying to social norms Based on DualProcess Theory, the study explores individuals process mechanism on the social norms Results show that: (1) descriptive norms stimulate the heuristic information processing mode more, the injunctive norms more startup systematic processing mode,then, reducing misbehaviors (2) independent self can reinforce descriptive norms’ influence on heuristic information process; Interdependent self strengthensthe effect of injunctive norms on system information process.
张广玲，黄娜. 社会规范信息对顾客行为的影响机制研究[J]. 管理研究, 2016, 12(2): 89-.
Zhang Guangling,Huang Na. Mechanism Research about the Effect of Social Norms on Customer Behavior. JOURNAL OF MANAGEMENT RESEARCH, 2016, 12(2): 89-.