In three experiments, respondents' behavior conformed to the dictates of a
relevant norm (the norm against littering) only under conditions of normati
ve focus. This relationship held true across three types of procedures for
producing normative focus (physiological arousal, modeling, and self-direct
ed attention), across two types of settings (public and private), and acros
s two types of norms (social and personal). Moreover factors that would be
expected to affect normative action were influential only when the norm was
focal. These factors included the degree to which the action violated the
relevant norm (Study 2) and the degree to which an individual subscribed to
that norm (Study 3). Implications are discussed for developing campaigns t
o encourage prosocial behavior.