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Opinions as Norms

Applying a Return Potential Model to the Study of Communication Behaviors

The Ohio State University

Michael E. Huge

The Ohio State University

This research investigates the impact of normative intensity (i.e., strength of feeling) and crystallization (i.e., level of agreement) regarding communication behaviors and perceptions of social sanctions. By adapting the return potential model originally set forth by Jay Jackson, the authors examine perceptions of communication behaviors as a normative opinion process. Telephone survey respondents were asked to offer their own personal opinions regarding several communicative behaviors. By calculating the normative power (NP = Normative Intensity x Crystallization) associated with each of these behaviors, predictions were made regarding the frequency of behavior. The authors also connect normative power with the social costs ascribed to acts falling outside the accepted realm of behavior. Results indicate that public opinion can be seen as a normative process in which the intensity and crystallization of the climate of opinion exert influence on behavior in various communication situations.

Key Words: public opinion • injunctive norms • descriptive norms • opinion climate • return potential model

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