Journal
ANNUAL REVIEW OF PSYCHOLOGY, VOL 67
Volume 67, Issue -, Pages 339-361Publisher
ANNUAL REVIEWS
DOI: 10.1146/annurev-psych-010814-015013
Keywords
interventions; social norms; social norm marketing; drinking behavior; energy conservation
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Providing people with information about the behavior and attitudes of their peers is a strategy commonly employed by those seeking to reduce behavior deemed harmful either to individuals (e.g., high alcohol consumption) or the collective (e.g., high energy consumption). We review norm-based interventions, detailing the logic behind them and the various forms they can take. We give special attention to interventions designed to decrease college students' drinking and increase environment-friendly behaviors. We identify the conditions under which norm information has the highest likelihood of changing the targeted behavior and discuss why this is the case.
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