A Sender-Message-Receiver (SMeR) Framework for Communicating Persuasive Social Norms – The Case of Climate Change Mitigation Behavioral Change

Abstract

This review delves into the nuanced boundary conditions of social norms in fostering behavior change within the realm of climate action. Current research is examined within a "Sender - Message - Receiver (SMeR)" framework, which investigates factors such as group identification and group size that influence the effectiveness of social norms. Furthermore, it explores how cultural context, personal norms, emotions, and ambiguity shape individuals' responses to social norms-based messages. By illuminating these boundary conditions, the review provides insights into the complexities of social normative influence and offers guidance for designing more effective intervention techniques to promote behavioral change. Understanding these nuances is crucial for developing targeted strategies that resonate with diverse audiences and facilitate meaningful shifts toward a more environmentally sustainable future.