Normative Messages Research Articles

Youth identity and postsecondary decision making in a rural state: evidence of a College for All master narrative

This study examined the normative messages that inform youth postsecondary decision making in a predominantly rural state in the northeastern U.S., focusing on the institutionalization and circulation of identity master narratives. Using a multi-level, ecological approach to sampling, the study interviewed 33 key informants in positions of influence in educational, workforce, and quality of life domains. Narrative analysis yielded evidence of a predominant master narrative – College for All – that participants described as a prescriptive expectation that youth and families orient their postsecondary planning toward four-year, residential baccalaureate degree programs. Both general and domain-specific aspects of this master narrative are elaborated, as well as findings indicating that the College for All ideology appears to both obscure and stigmatize the development and institutionalization of alternative postsecondary pathways. Implications for rural communities, rural mobility, and future research on narratives informing postsecondary options for youth are discussed.

The Effectiveness of Social Norm Appeals on Promoting COVID-19 Prevention Behaviors: A Multistudy Examination

ABSTRACT Recent research shows social norm perceptions predict people’s adherence to COVID-19 preventative health practices. Nonetheless, additional empirical studies are necessary to evaluate the effectiveness of different types of social norm messages on behavioral outcomes with experimental designs. Guided by the social norm literature and frameworks, the current research addresses this need by examining the effects of descriptive and injunctive norm appeals promoting the practice of social distancing and mask-wearing with both a controlled experiment and social media campaigns. Results from this multistudy investigation showed the effectiveness of descriptive and injunctive norm messages (v. no message exposure) in promoting focal behaviors and highlighted the superiority of injunctive norm appeals in promoting behavioral intentions and increasing social media engagement. Theoretical implications and recommendations for practice are discussed.

A framework of moderators in social norm-based message persuasiveness based on a systematic review

Abstract Social norm-based messages have been widely used for persuasion. However, the current trend that research focuses on using social norm theories rather than theorizing about social norms may hinder theory advancement. Although there are efforts theorizing moderators in norm–behavior relationship, the empirical studies testing the theories have yielded mixed findings, and the unclear focus on social norm-based messages versus perceived norms may impede theorizing the communication process regarding social norm-based persuasion. To bridge this gap, our study takes an inductive approach based on 85 studies to create a framework of moderators in social norm-based message persuasiveness. The framework identifies five factors moderating the effect of descriptive norm messages on behavioral intentions and two factors for injunctive norm messages. This framework lays a foundation for theorizing the mechanism of social norm-based message persuasiveness, highlights empirically supported conditions for message persuasiveness, and offers practical implications for designing targeted social norm-based messages.

Swings and merry go rounds: Transgression and opportunities for fatherhood in pandemic Britain

The COVID-19 pandemic has had a significant impact on parenting and family life in Britain. While a gendered analysis reveals that mothers have been especially burdened by pandemic mitigation policies, some have suggested that lockdowns have provided a unique opportunity to transgress gendered parenting roles, allowing fathers to spend more time caring for their children. In this paper, I draw from a wider qualitative study about parenting leave take-up in the UK to examine more closely how (and, indeed, whether) these opportunities were taken up by fathers. I concentrate on the narrative of one father, David, to argue that the intersection between race, social class, gender and parenting cultures complicates our understanding and characterisation of this transgression, particularly within a parenting leave landscape informed by maternalism. I suggest that David's lived experience of parenting involves negotiating the transgression of normative messages about modern ‘involved’ fatherhood and economically productive citizenship; a process that is raced, classed and gendered.

Breaking the endometriosis silence: a social norm approach to reducing menstrual stigma and policy resistance among young adults

Objective Endometriosis is a menstrual disorder that affects one in ten women. Diagnosis often takes several years due to low awareness and menstrual stigma. In this study, we employed a social norm approach (SNA) to investigate the effects of an educational leaflet on endometriosis knowledge, menstrual stigma, and acceptance of paid menstrual leave among women and men. Methods The 3 × 2 online experiment tested the influence of either descriptive norm messages or both descriptive and injunctive norm messages (compared to a control group, factor 1) in an educational leaflet by taking the role of addressee’s sex into account (quasi-experimental factor 2). The study included 796 German participants aged 16–35. Results Men exhibited significantly poorer knowledge, stronger menstrual stigma, and weaker policy acceptance compared to women. No significant main effect of the social norm messages on menstrual stigma was found. In contrast, the combined norm messages seem to be beneficial when addressing policy acceptance. Moreover, compared to the control group, the intervention material indirectly influenced stigma and policy acceptance through increased knowledge. Conclusions Providing information about social norms appears to be an effective strategy for educating not only women but especially men about menstrual disorders like endometriosis.

Towards Directive Driving Automation: Nudging Driver’s Away From Overriding Using Social Norms

We propose the concept of directive driving automation that positively influences drivers’ intentions to achieve shared goals. As a step toward directive driving automation, this survey study explored how social norms can persuade drivers to continue using driving automation. We tested social norm messages using a 2x2x2x2 factorial within-subject design: norm type (descriptive vs. injunctive), explanation (absent vs. present), spatial scale (local vs. global), and outcome criticality (safety-critical vs. non-safety-critical). The results suggest that framing messages as descriptive norms and providing explanations relevant to the driver can encourage them to continue using automation, especially with safety-critical outcomes. This study highlights the importance of considering message characteristics in persuasive interventions to promote the safe use of driving automation.

Investigating the effect of a social norms message on meatless food purchases in UK university food outlets

Investigating the effect of a social norms message on meatless food purchases in UK university food outlets

Assessing the impact of normative messages in encouraging the use of sustainable mobility. An experimental study

Urban communities’ travel behavior is one of the key factors in implementing behavioral interventions to promote sustainable mobility. This study investigates whether receiving a normative message alongside feedback information (on time and cost savings, reduced emissions, and burned calories) can contribute to persuading individuals toward sustainable mobility. For this purpose, we conducted a randomized controlled trial experiment in 2021 in the metropolitan area of Cagliari. We intercepted a sample of students and workers who usually commute by car and proposed them a personalized sustainable alternative (walking, cycling, or public transport). Then, we contacted participants again asking about their intention to use the proposed alternative, after presenting them with one of five randomly assigned normative messages: descriptive, injunctive, descriptive+injunctive, injunctive+descriptive, and no message (control group). For our analysis, 577 responses to the last survey were considered. Results show that a large share of the sample (36.9%) intended to change travel behavior. Furthermore, we found that the injunctive normative message is significantly more effective for public transport. Instead, no significant differences were detected when an active mobility alternative was proposed. Finally, our analysis revealed different normative measures’ effectiveness depending on the trip characteristics of the suggested alternative and the individuals’ socio-demographic characteristics.

The Power of "We": Using Inclusive Pronouns in Norm-Based Messages to Promote PrEP-Related Information Seeking Among Men Who Have Sex With Men.

Pre-exposure prophylaxis (PrEP) is an effective medicine preventing HIV transmission. This study designs and tests normative messages that promote PrEP-related information seeking among men who have sex with men (MSM) (n = 410). Two factors were manipulated in normative messaging: type of norm (descriptive ["people do"] vs. injunctive ["people should"]) and type of pronoun (individual "you" vs. collective "we"). The results favored the use of descriptive normative appeal and collective pronouns in normative message design. For health campaigns that target MSM's PrEP-related behaviors, this study suggests that descriptive norms may increase behavioral changes whereas injunctive norms may appear intrusive and backfire. At the same time, using inclusive agency assignment (e.g., pronouns) may encourage HIV prevention through provoking solidarity considerations.

Entertainment or Engagement? An Examination of Transportation and Gender in Virtual Reality

Virtual reality (VR) promises a new world of opportunities for public health practitioners including the potential for developing more engaging health narratives. However, a limited amount of research has been conducted on the effectiveness of VR as a form of narrative persuasion. Past research has noted that mental transportation plays a role in the persuasiveness of narratives. Through an experimental design, this study sought to examine transportation in a VR simulation and determine if demographic characteristics impact an individual’s ability to be transported into a narrative. Transportation did occur in the VR simulation; however, it was not more significant than the 2D simulation. Additionally, the results revealed gender differences in transportation scores, but the social norm message did not impact the behavioral intention to refrain from texting while driving in the future. These findings highlight the potential complexities of implementing VR technologies in health communication campaigns.

Evaluating the impact of the EU’s normative message of the “EU as a model” on external public perceptions: an experimental study in Israel

ABSTRACT This article analyses whether the EU’s normative idea, as embedded in the idea of the “EU as a model”, influences external public perceptions of its normative message; in other words, does exposure to the story of how the EU emerged from the ashes of World War II to become a community of peace and security impact public views of the EU as a normative power? To examine these questions, a population-based survey experiment was conducted in Israel – a country with contradictory relations with the EU. The findings are clear and straightforward: exposure to the “EU as model” message increased recognition of the normative actorness of the EU. This impact holds when controlling and interacting with the exposure to various cultural filters which are key factors in shaping views of the EU like political attitudes. The implications of these findings for EU studies and public diplomacy as well as the potential contribution of the approach proposed in this article are discussed.

The influence of social norms on expressing sympathy in social media

Increasingly, people are turning to social media to express grief. By and large, however, the social media community can do little more than improvise reactions, not quite sure how to use the old familiar social scripts as guides to lending effective support. To examine the role of social media in the grieving process, we used a mixed-methods approach: 12 interviews with “social media grievers” reveal the expectations of the bereaved regarding other users’ behavior. By way of two online experiments with 1058 participants, we tested how these expectations are met by the messaging of social media providers in accordance with social norm theory. We found that injunctive social norm messages are particularly effective, whereas descriptive social norm messages vary in their effectiveness, depending on which information is presented and how prominently so. What our study shows, then, is that both are potent socio-technical tools that can guide users towards more empathetic behavior when dealing with the bereaved, so while social media may not be a substitute for therapy, they can offer profound comfort for those of us dealing with bereavement and grief.

Green CSR Communication to Internal Audiences: The Persuasive Power of Normative Appeals to Employees’ Green Behaviors

Given the increasing attention being paid to companies’ microlevel green efforts, this study aims to provide insights into green corporate social responsibility (CSR) communication targeting internal audiences (i.e., employees). Building on the social identity theory and group engagement model, this research examines the persuasive power of two types of social norms—descriptive and injunctive—in green CSR messages. Also, it investigates the underlying mechanism of individuals’ green behavioral decision making at work. Across two studies, results demonstrate that a descriptive norm message is more effective than a standard or injunctive norm message to enhance employees’ intentions to adopt green actions, engage in the company’s green programs, and help their colleagues to perform green behaviors. Additionally, a descriptive norm message advances three antecedents of motivation—expectancy, instrumentality, and valence—which in turn positively influence green behavioral decisions. This research contributes to developing the literature stream of green message framing by targeting a specific internal audience group and provides empirical implications for practitioners.

Motivating COVID-19 Vaccination through Persuasive Communication: A Systematic Review of Randomized Controlled Trials

ABSTRACT Vaccination is a vital defense against COVID-19 infections and outbreaks, yet vaccine hesitancy poses a significant threat to pandemic response and recovery. We conducted a systematic review of published randomized controlled trials (N = 47) assessing the persuasive effects of COVID-19 communication on COVID-19 vaccine acceptance. Individual vs. collective appeals and gain vs. loss frames are among the most frequently assessed message features, but they generally do not make a difference in persuasion. Normative messages that highlight higher (vs. lower) prevalence of vaccine acceptance are more persuasive. Message sources overall have limited impact on COVID-19 vaccine acceptance, but sources that have a shared identity with the message receivers tend to be persuasive. More engaging message channels such as interactive chatbots and videos are promising communication tools but are generally under-utilized and under-studied. Compared to no communication or irrelevant communication, COVID-19 vaccine messages generally have a small advantage in increasing COVID-19 vaccine acceptance. Messages that include 1) vaccine safety and/or efficacy information; 2) collective appeals combined with embarrassment appeals; and 3) political leaders’ vaccine endorsement are among the most effective messaging strategies. There is no evidence of any backfire effects of COVID-19 vaccine messages. We discuss the implications of our findings for persuasive message design in pandemic vaccine communication.

The Effect of Dynamic Norms Messages and Group Identity on Pro-Environmental Behaviors

This study investigates the influence of dynamic norms messages on behavioral intention via perceived future descriptive norms for two different pro-environmental behaviors and tests for the moderating role of group identity in the relationship between dynamic norms and behavior. The findings of an experiment show that perceived future descriptive norms mediate the effect of dynamic norms messages on behavioral intention. In addition, the pattern of dynamic norms message effects is dependent on group identity. When the reference group in a message is viewed as an in-group member and similar to oneself, dynamic norms messages are more influential than conventional low descriptive norms messages; on the other hand, when the reference group is perceived as an out-group and dissimilar to oneself, conventional low descriptive norms messages are more influential than dynamic norms messages. Theoretical and practical implications are discussed.

Behaviour change interventions to facilitate forest trail users’ biosecurity compliance

Natural resource management can struggle with increased visitation that inadvertently deteriorates the environment. In Aotearoa New Zealand, visitors to kauri forests are spreading a lethal soil pathogen resulting in cultural and conservation risk. While public awareness of kauri dieback disease is growing, compliance at hygiene stations has not similarly increased. To overcome this apparent knowledge-behaviour gap, five interventions (ambassadors, normative messaging, watching eye effect, hazard perception, and pledge board) were evaluated for their impact on visitor compliance with footwear/equipment cleaning behaviour. Behavioural observations (n = 10,536) and intercept surveys (n = 3,061) were collected. Ambassadors resulted in increased compliance for both visitors and local trail users. The pledge board resulted in increased compliance for local trail users only and normative message increased compliance at one visitor site. Hazard perception and watching eye resulted in a decrease in compliance behaviour. This research demonstrates the need for careful assessment of interventions designed to mitigate the impacts of visitors to conservation areas. The success of the ambassador intervention, the pledge board for locals and, to a lesser extent, the normative message at one location, offer field-based empirical evidence supporting the use of social norms in communication approaches aimed at influencing visitor behaviour in natural resource settings.

Leveraging Dynamic Norms to Reduce College Student Alcohol Use: A Test of Four Mediators

ABSTRACT Social norms are common in persuasive messaging. For norms trending in a positive direction, it may be beneficial to emphasize change (i.e. dynamic norm) rather than the status quo (i.e. static norm). To test this proposition, we examined college students’ responses to social norm messages encouraging moderate alcohol use. Undergraduates (N = 842) were randomly assigned to view a dynamic norm (“More college students drinking in moderation”), a static descriptive norm (“Most college students drink in moderation”), or a no message control. Four mechanisms were examined as potential mediators, three of which have been examined in previous work (preconformity, perceived importance, self-efficacy) and one of which was novel (psychological reactance). Results revealed that exposure to either social norm message (dynamic or static descriptive) was associated with more favorable attitude relative to a no message control. Attitude did not differ between the dynamic norm and static descriptive norm conditions. Only psychological reactance mediated the relationship between message condition (dynamic vs. static descriptive norm) and favorable attitude. Implications and future directions are discussed.

Nudging people to pay their parking fines on time. Evidence from a cluster-randomized field experiment

The timely payment of municipal parking fines signifies people's acceptance of parking regulations, reduces administrative enforcement costs, and prevents additional late-payment fees for individuals. However, public administrations face challenges in enforcing the timely payment of parking fines. A large group of people fail to pay their fines on time, which requires additional enforcement actions that can result in extra late-payment costs and payment-related stress. In this study we collaborate with the Belgian city of Mechelen and the Behavioral Insights Team of the Flemish regional government to test the compounded effects of three communicative nudges. i.e., simplification, explicit penalty, and social norm, on the timely payment of parking fines. In a cluster-randomized field experiment, parking offenders received either the original notification letter, a simplified notification letter, a simplified notification letter accompanied by an explicit reference to the potential penalties, or a simplified notification letter accompanied by an explicit penalty and a social norm message. The results indicate that people can be nudged to pay their fines on time, but only when multiple nudges are combined and used simultaneously.

Injunctive social norms and perceived message tailoring are associated with health information seeking.

Social norms messages may promote information seeking, especially when the norms refer to a group with which a person identifies. We hypothesized that tailored social norms messages would increase COVID-19 testing willingness and intentions. College students (n = 203, 75% female, 87% White) were randomly assigned to one of four conditions in a 2 (Descriptive norms: Relevant vs. Irrelevant to COVID-19 testing) x 2 (Tailoring: Specific vs. General group information) experimental design. Participants reported COVID-19 testing willingness and intentions, perceived injunctive norms, and identification and connectedness with the group in the message. Although neither the norm nor tailoring manipulation worked as intended, participants who perceived greater message tailoring and injunctive norms reported greater willingness and intentions, with no effect of perceived descriptive norms on either outcome. Tailored messages as well as messages promoting injunctive norms may promote information seeking across health contexts, thereby enabling more informed decisions.

The effectiveness of social norm information in stimulating financial help-seeking behavior: A field experiment

ABSTRACT Early contact with people who need financial help is key in preventing financial derailment. It can prevent avoidable debt accumulation and accompanying psychological problems. In this field experiment, we investigated whether a descriptive social norm message mentioning an absolute number of customers who had previously reached out for help motivates customers of a Dutch mortgage lender to get in contact when they expect financial problems in the near future. The descriptive social norm letter did not result in more contacts. The results of our research contribute to the literature on social norm communication and debt prevention. Moreover, we present insights into the challenges associated with experimental field research on social influence and provide recommendations for future field work.