Abstract
In public places one encounters many prohibition signs, as well as traces of the norm-violating behavior these signs are trying to reduce, like graffiti or litter. Based on goal framing theory and previous research, we argue that signs of (dis)respect of others for norms serve as norm-support cues which can weaken or strengthen the influence of norms. This norm-support mechanism implies that (traces of) norm violating behavior by others (i.e. negative norm-support cues) inhibit the influence of norms in general. We also hypothesize that making a known norm salient by means of a prohibition sign will not only focus people on this norm, but also on the corresponding (negative) norm-support cues in that particular situation, thereby enhancing the influence of these norm-support cues. Therefore, we expected that a prohibition sign placed in a setting with corresponding negative norm-support cues induces rather than reduces violations of the very same norm (i.e. same-norm reversal effect) and other norms (cross-norm reversal effect). We report results of two (quasi) field experiments that support the negative norm-support mechanism as well as the reversal effect of prohibition signs when cues show noncompliance. These findings are not only intriguing but they have important and clear practical implications.
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