The extent to which an individual identifies with a given group. For example, norms based on students attending an individual’s institution will have more relevance to the individual’s behavioral choices than the norms of all college students (see, for example, Neighbors…) Focus Theory of Normative Behavior asserts that a social norm is more likely to influence behavior when people are focused or conscious of that norm (Burchell, Rettie, & Patel, 2013; Cialdini, Reno, & Kallgren, 1990).
