期刊
PSYCHOLOGICAL SCIENCE
卷 28, 期 11, 页码 1663-1674出版社
SAGE PUBLICATIONS INC
DOI: 10.1177/0956797617719950
关键词
social influences; motivation; intervention; sustainability; health; open materials
It is well known that people conform to normative information about other people's current attitudes and behaviors. Do they also conform to dynamic norms-information about how other people's behavior is changing over time? We investigated this question in three online and two field experiments. Experiments 1 through 4 examined high levels of meat consumption, a normative and salient behavior that is decreasing in the United States. Dynamic norms motivated change despite prevailing static norms, increasing interest in eating less meat (Experiments 1-3) and doubling meatless orders at a cafe (Experiment 4). Mediators included the anticipation of less meat eating in the future (preconformity) and the inference that reducing meat consumption mattered to other people (Experiments 2 and 3). In Experiment 5, we took advantage of a natural comparison to provide evidence that dynamic norms can also strengthen social-norm interventions when the static norm is positive; a positive dynamic norm resulted in reduced laundry loads and water use over 3 weeks during a drought.
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