Starting with the prescriptive norms, we found that the harm behaviors were perceived as significantly more important to adhere to than the generosity (B = −7.97, SE = 2.74, p = 0.004) and purity behaviors (B = −10.87, SE = 2.77, p < 0.001)—there was no difference in adherence importance between harm and conventional (B = 1.23, SE = 2.81, p = 0.66) or fairness behaviors (B = 5.05, SE = 2.74, p = 0.07), although the latter was trending toward significance (in the opposite direction of our prediction).
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