SOCIAL INFLUENCE, SELF-REFERENT IDENTITY LABELS, AND BEHAVIOR

Self-referent identity labels are frequently argued to be a central component of the self and to be important in the planning of conduct. Despite the attractiveness of this argument, relatively little research has yet appeared that supports it, and studies of the etiology and effects of self-referent labels often fail to control for the confounding effects of preferences, norms. or other conceptions that are known to affect conduct. In this paper, propositions are argued concerning the causes and independent effects of self-referent labels. Some of these propositions are then tested in two studies, one concerned with alcohol use among adolescents in four Western countries, the other focused on alcohol and tobacco use among American high-school and undergraduate students. Both studies found strong ties between reports of peer modeling and respondents self-referent labels and that the latter had significant and independent effects on reported behaviors. Theoretical and practical implications of findings are discussed.