In spite of accelerating attention to the relationship between communication and social norms, there are still significant gaps in how we explicate and measure normative concepts (Yanovitsky & Rimal, 2006). Key distinctions are beginning to emerge, such as that between group-level collective versus individual-level perceived norms (Lapinski & Rimal, 2005) and between types of perceived norms, e.g., descriptive norms (perceptions of what behaviors are typically performed) versus injunctive norms (perceptions of what behaviors are typically approved or disapproved) (Cialdini, 2003). Yanovitsky & Rimal (2006) rightly call for more research on how these two constructs and levels are related.
This paper seeks, first, to explicate the collective dimension of norms and how it is related to individual behavioral choices. Specifically, we make a distinction between collective behavioral norms and collective attitudinal norms, a distinction that we suggest is analogous to that between descriptive norms and injunctive norms at the individual level. Furthermore, we suggest that communication also has normative aspects at the collective level, reflected in the ubiquity of information that is exchanged within a group. We examine prevalence of message exposure and spousal communication at the collective level, as part of the mechanism through which collective behavioral and attitudinal norms form, change and affect decisions at the individual level. We test these propositions using multilevel analysis of nationally representative data about contraceptive behavior over a five year period in Indonesia.