Subjective Norms Sample Clauses

Subjective Norms. The subjective norms summarize the perception of the person’s environment (Ajzen, 1991). It questions what the individual’s family/ friends, and more particularly his/ her social reference group, think about the action. The subjective norms describe the social pressure exerted on someone to act or not. It describes, therefore, how external opinions and attitudes influence a person's behavior (Xxxxx, 1991). For example, what would my family think of me when I were self-employed? The more negative the reactions tend to be, the less likely it is that the actions will still be carried out (Ajzen, 1991). According to Xx-Xxxxx, Xxxxx, Xxxxxx, & Xxxxxxxx (2014) subjective norms affect one’s attitude positively. In this respect, it is important to take into account that the opinion one values, is the opinion of people in their close reference group. If one thinks this reference group will react positively to the behavior, this person will exhibit a positive subjective norm. However, if one assumes that the reference group will respond negatively, he or she will have a negative subjective norm (Xxxxxxx & Xxxxxxxx, 2015).
Sample 1
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Subjective Norms. The subjective norms comprise the perception by the person’s environment of the behavior. It reflects what the individual’s family/ friends and more generally his/ her social reference group think of the action (Ajzen, 1991). When examining the subjective norms, it is the opinion of those close to the interviewee that is taken into account. The extent to which their family and/ or friends have encouraged the participants in any way will be discussed in section 4.5.2.7
Sample 1

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