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Effectiveness and context dependency of social norm interventions: five field experiments on nudging pro-environmental and pro-social behavior

dc.date.accessioned2024-07-19T11:53:17Z
dc.date.available2024-07-19T11:53:17Z
dc.date.issued2024-06-26
dc.identifierdoi:10.17170/kobra-2024071910541
dc.identifier.urihttp://hdl.handle.net/123456789/15927
dc.description.sponsorshipGefördert durch den Publikationsfonds der Universität Kassel
dc.language.isoeng
dc.rightsNamensnennung 4.0 International*
dc.rights.urihttp://creativecommons.org/licenses/by/4.0/*
dc.subjectbehavioral changeeng
dc.subjectsocial normseng
dc.subjectfield experimenteng
dc.subjectwaste reductioneng
dc.subjectinjunctive normeng
dc.subjectdescriptive normeng
dc.subjectproscriptive normeng
dc.subjectprescriptive normeng
dc.subject.ddc150
dc.titleEffectiveness and context dependency of social norm interventions: five field experiments on nudging pro-environmental and pro-social behavioreng
dc.typeAufsatz
dcterms.abstractSocial norm interventions hold the potential to change people’s behavior. Five field experiments (N = 1,163) examined the effects of a simple and easily realizable social norm nudge based on the social media format “Be like Bill.” The nudge consisted of a stick figure named Toni that communicated descriptive and injunctive norms regarding pro-environmental or pro-social behaviors. Nudge conditions were compared to no-intervention control conditions. Experiment 1 (N = 179) focused on paper towel consumption in a women’s restroom at a German university. The nudge condition used less paper towels than the control condition, d = 0.48. Experiment 2 (N = 183) replicated this result (d = 0.32) in a more diverse setting of a women’s restroom at a German Christmas market. Experiment 3 (N = 250) examined differences in the effects of prescriptive (i.e., ‘do-norm’) versus proscriptive (i.e., ‘do not-norm’) social norms on paper towel consumption again in a university women’s restroom. The effectiveness of both social norm nudge conditions was shown in comparison to the control condition (d = 0.46; d = 0.40), while the prescriptive and proscriptive social norm manipulations did not differ. Experiment 4 (N = 206) applied the nudging approach to the use of plastic lids in a coffee shop, where no effect was found. Finally, Experiment 5 (N = 345) focused on the pro-social behavior of mask wearing in a bakery toward the end of the Covid-19 pandemic restrictions in Germany. In the nudge condition, more visitors put on face masks compared to the control group, d = 0.39. Limitations and contextual factors regarding the applicability of our social norm nudge are discussed.eng
dcterms.accessRightsopen access
dcterms.creatorMundt, Daria
dcterms.creatorBatzke, Marlene Clara Lucia
dcterms.creatorBläsing, Thanee Madlen
dcterms.creatorGomera Deaño, Sandro
dcterms.creatorHelfers, Anna
dcterms.extent13 Seiten
dc.relation.doidoi:10.3389/fpsyg.2024.1392296
dc.subject.swdVerhaltensmodifikationger
dc.subject.swdSoziale Normger
dc.subject.swdFeldversuchger
dc.subject.swdNachhaltigkeitger
dc.subject.swdNudgeeng
dc.subject.swdVerbraucherverhaltenger
dc.type.versionpublishedVersion
dcterms.source.identifiereissn:1664-1078
dcterms.source.journalFrontiers in Psychologyeng
dcterms.source.volumeVolume 15
kup.iskupfalse
dcterms.source.articlenumber1392296


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Namensnennung 4.0 International
Except where otherwise noted, this item's license is described as Namensnennung 4.0 International