The regulatory power of social expectations: developing a measurement scale

Abstract

PurposeThis research is devoted to the study of social expectations, and the purpose of this paper is to elaborate the instrument of their measurement based on the main spheres of influence.Design/methodology/approachThe research was conducted using a mixed methodology: a series of semistructured interviews and a survey. In the first stage, 15 interviews, and in the second phase, both online and offline surveys (306 participants) were conducted to test the social expectations scale designed. The qualitative phase highlighted the most important areas of social expectations, identifying how they can influence individual behavior. Afterward, the scale of social expectations was developed, and its prognostic function was confirmed.FindingsIt was revealed that expectations influence goal setting, motivation, public opinion orientation, emotional experience and decision-making.Originality/valueThis study is an attempt to construct a measurement tool for social expectations and close the gap for many studies that used the concept without operationalization.