Chapter 6 152 important referents expect them to behave in a certain way and context, and by implication, social sanctions will be incurred if they don’t comply (e.g. women with PD should work on their physical appearance to remain ‘lady-like’).17 Hence, as people embody several social roles and identities, it is possible for individuals to believe that certain social peers engage in a behaviour (e.g. people with PD) and simultaneously believe that another groups of social peers (e.g. colleagues) would disapprove of their enacting that behaviour. Therefore, motivations for complying with descriptive gender norms depend on (a) how strong the influence of a certain gender norm is perceived in a particular context (descriptive norms) and (b) the importance of the social reference group in an individuals’ embodied identity (injunctive norms). A schematic model of the TNSB is presented in figure 2. Figure 2. Components of the Theory of Normative Social Behaviour, Rimal et al (2005) For this study, we applied the definition of gender norms by Cislaghi et al (2020), who describe gender norms as ‘social rules and expectations that define acceptable and appropriate actions, roles and behaviours for women and men in a given group or society’.18 Gender-based stereotypes are ‘generalised assumptions regarding common traits, roles and behaviours based on a person´s gender identity or expression’ and are informed by gender-based expectations.11 Whilst gender stereotypes inform our assumptions about another person, gender norms govern the expected and accepted behaviours.
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