In-group favoritism or black sheep effect? The moderating role of norm strength on destination residents’ responses towards deviant behaviors
基于社会认同理论和规范焦点理论，通过混合方法研究发现，目的地居民对本地居民（内群体）的越轨行为表现出内群体偏爱，但当行为涉及强规范时，则转为更严厉的惩罚（害群之马效应），对旅游目的地营销有启示。
Drawing on social identity theory and focus theory of norms, this study investigated differences in how destination residents respond to deviant behaviors by other residents—members of their in-group—and similar behavior by tourists, who they see as the out-group. We proposed and tested a conceptual model of the transition between in-group favoritism and the black sheep effect under the moderating effect of norm strength. A mixed-method approach, including a secondary data study and three scenario-based experiments, was applied. Findings of this study revealed that focal residents showed in-group favoritism for other residents' deviant behavior compared with tourists. The contagion effect of deviant behavior was stronger among in-groups than out-groups. However, with respect to behaviors about which norms are tight, the black sheep effect comes into play, as focal residents hold a higher desire to punish in-groups’ deviant behavior than the out-group. This study has theoretical and practical implications for destination marketing organizations.