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To reduce the impact of communicable diseases like COVID-19, collective action is required and likely to be susceptible to normative influence as well as whether people are more or less collectively oriented. We extend the theory of normative social behavior (TNSB) to account for group orientation and predict the relationships between social norms and physical distancing behaviors. Using a rolling cross-sectional design during 17 weeks of the pandemic, a national sample of US residents from 20 states (N = 8,778) participated in the study. The findings show that perceived descriptive norms, injunctive norms, and group orientation are significantly associated with physical distancing. The descriptive norm-behavior relationship and injunctive norm-behavior relationship are moderated by group orientation and the other predicted moderators in the TNSB. The findings extend the TNSB and highlight the need to understand social norms and group orientation in formative research for health communication campaigns designed to promote prevention behaviors. [ABSTRACT FROM AUTHOR]

Public speaking engages and entertains audiences. Through neuroimaging, we can examine responses to speeches in real time. Replicating an earlier study, this study carries out two kinds of analyses – forward and reverse correlations. First, we examine how the soundwave carrying the speech relates to brain responses, finding that bilateral auditory cortex responses track with the speech signal's energy. Second, we use the speech-evoked brain responses to reverse-identify salient moments in the speech. Specifically, we focus on the right temporoparietal junction (TPJ), a region associated with social cognition. We find that TPJ-peaks reverse-identify socially engaging content (defined by the ability to evoke laughter). These results demonstrate new ways to study the relationship between story content and the audience responses it evokes. [ABSTRACT FROM AUTHOR]