Abstract
Interventions using either contests or norms can promote environmental behavioral change. Yet research on the implications of contest-based and norm-based interventions is lacking. Based on Goal-framing theory, we suggest that a contest-based intervention frames a gain goal promoting intensive but instrumental behavioral engagement. In contrast, the norm-based intervention was expected to frame a normative goal activating normative obligations for targeted and non-targeted behavior and motivation to engage in pro-environmental behaviors in the future. In two studies participants (n = 347) were randomly assigned to either a contest- or a norm-based intervention technique. Participants in the contest showed more intensive engagement in both studies. Participants in the norm-based intervention tended to report higher intentions for future energy conservation (Study 1) and higher personal norms for non-targeted pro-environmental behaviors (Study 2). These findings suggest that contest-based intervention technique frames a gain goal, while norm-based intervention frames a normative goal.
Highlights
Goals are important in guiding peoples’ behavior and choices
Results were in the predicted direction, we found no overall effect of the intervention technique on personal norm
In line with H2b, a marginally significant effect showed higher intentions for future energy conservation for participants in the norm-based intervention technique. These results indicate that the contest-based intervention promoted intensive yet short-termed engagement, while the norm-based intervention promoted less intensive engagement but higher motivation for long-termed engagement
Summary
Goals are important in guiding peoples’ behavior and choices. To have a goal coupled with a certain behavior creates meaning and motivation. Situational cues are often important to activate a certain goal (Bargh et al, 2001; Lindenberg and Steg, 2007). In this way, cues in our environment may lead to behavioral change. Cues in our environment may lead to behavioral change When it comes to pro-environmental behaviors, change can be motivated by different goals. While at first glance a particular pro-environmental behavior may seem to be executed in the same way regardless of the underlying goal, depending on the goal, different behavioral as well as psychological consequences would be implied (Lindenberg and Steg, 2007; Bolderdijk et al, 2012; Steg et al, 2014). The present studies examine behavioral and psychological implications of two intervention techniques: the contest-based intervention and the norm-based intervention
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