TY - JOUR
T1 - The constructive, destructive, and reconstructive power of social norms
T2 - Research article
AU - Schultz, P. Wesley
AU - Nolan, Jessica M.
AU - Cialdini, Robert B.
AU - Goldstein, Noah J.
AU - Griskevicius, Vladas
PY - 2007/5
Y1 - 2007/5
N2 - Despite a long tradition of effectiveness in laboratory tests, normative messages have had mixed success in changing behavior in field contexts, with some studies showing boomerang effects. To test a theoretical account of this inconsistency, we conducted a field experiment in which normative messages were used to promote household energy conservation. As predicted, a descriptive normative message detailing average neighborhood usage produced either desirable energy savings or the undesirable boomerang effect, depending on whether households were already consuming at a low or high rate. Also as predicted, adding an injunctive message (conveying social approval or disapproval) eliminated the boomerang effect. The results offer an explanation for the mixed success of persuasive appeals based on social norms and suggest how such appeals should be properly crafted.
AB - Despite a long tradition of effectiveness in laboratory tests, normative messages have had mixed success in changing behavior in field contexts, with some studies showing boomerang effects. To test a theoretical account of this inconsistency, we conducted a field experiment in which normative messages were used to promote household energy conservation. As predicted, a descriptive normative message detailing average neighborhood usage produced either desirable energy savings or the undesirable boomerang effect, depending on whether households were already consuming at a low or high rate. Also as predicted, adding an injunctive message (conveying social approval or disapproval) eliminated the boomerang effect. The results offer an explanation for the mixed success of persuasive appeals based on social norms and suggest how such appeals should be properly crafted.
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U2 - 10.1111/j.1467-9280.2007.01917.x
DO - 10.1111/j.1467-9280.2007.01917.x
M3 - Article
C2 - 17576283
AN - SCOPUS:34250333040
SN - 0956-7976
VL - 18
SP - 429
EP - 434
JO - Psychological Science
JF - Psychological Science
IS - 5
ER -