Normative messages promoting energy conservation will be underestimated by experts … unless you show them the data

Abstract

Social influence researchers have identified normative social influence as an effective behavioral strategy for addressing global climate change. However, strategies alone are useless if they are not adopted by energy outreach and education experts. In the present study we were interested in understanding and changing energy experts’ perceptions of normative messages compared to other motivational messages. In Study 1 a sample of energy experts was asked to evaluate the motivating potential of five conservation messages used in previous research. Results showed that energy experts perceived the financial appeal to conservation to be the most motivating, while the normative message was judged to be less motivating. In addition, energy experts said they would be least likely to use the normative message in their future outreach and education programs. In Study 2 participants were exposed to empirical research highlighting the effectiveness of normative appeals. Results showed that this exposure did increase confidence in normative messages, but did not necessarily decrease confidence in financial appeals. These results are discussed in the context of the persuasion knowledge model (Friestad & Wright, 1994) and the call to “give psychology away.”