Normative Messages Research Articles

Promoting safer gambling through social norms and goal setting: A qualitative process analysis of participants' experiences in the EROGamb 2.0 feasibility trial

Gambling, though a popular social activity, can lead to addiction and cause significant harm. This study aimed to explore the experiences of 36 low-to-moderate risk gamblers (PGSI score 0–7; 31 male, 5 female; 10 per each intervention arm, 6 per control group) in the ‘EROGamb 2.0’ feasibility trial (n = 168). The trial used social norm messages and goal setting feedback to promote safer gambling behaviour. Participants took part in semi-structured interviews via telephone or audio calls using Zoom or Wire, a secure messaging app. The interviews were analysed using Framework Analysis. Most participants found the interventions interesting and useful, though some reported no change in their gambling behaviour. Motivations for joining the trial included interest in the topic, altruism, and financial incentives. Participants appreciated the study's clear information, efficient processes, and helpful notifications, despite some technical issues. Reactions to social norm messages were mixed, with some expressing scepticism about the statistics. However, the goal setting intervention was well-received, with participants valuing the clarity and usefulness of the information. External factors, such as promotional offers from gambling companies, influenced gambling behaviour. The findings support the feasibility and acceptability of social norm and goal setting interventions to reduce gambling behaviour, highlighting the need for personalised approaches in future research.

Diversity and inclusion have greater support than most Americans think.

In a series of large-scale studies (N = 5,448) we show that Americans across many different demographic categories vastly underestimate their fellow Americans' support for diversity and inclusion. Trump voters were particularly inaccurate when their task was to estimate prevalent attitudes among Biden voters. Our results show that the degree of underestimation of others' support for diversity and inclusion predicts the frequency of conversations about diversity, reduced intentions to behave inclusively, and a smaller likelihood of confronting discrimination. Our last two studies (N = 723) demonstrate that it is possible to correct people's misperceptions through "social norms messaging," i.e., communications about statistics from national opinion polls highlighting that a majority of Americans are pro diversity. Our findings suggest that once people form accurate impressions of the high percentage of Americans who support diversity and inclusion, they will be more likely to be in favor of pro-diversity initiatives, behave more inclusively, and endorse policies aimed at reducing racial disparities.

The Effects of Behaviorally Informed Messages on COVID-19 Vaccination Intentions and Behavior: Evidence from Randomized Survey Experiments in South Africa

With COVID-19 vaccination rates remaining below optimal levels, scalable interventions to shift vaccination intentions are needed. We embedded two randomized experiments in South Africa’s COVID-19 Vaccine Survey (CVACS) to investigate the potential to change vaccine intentions and behavior. In Experiment 1, 3510 unvaccinated South African adults were randomly assigned to a no-message control group, a social norm message, or a message highlighting that vaccines were free, available and easy to obtain. The free and easy message significantly increased vaccine intentions but did not increase other outcome measures. The social proof message was associated with an increase in self-reported vaccination status at follow-up (not significant at traditional statistical thresholds). In Experiment 2, 3608 unvaccinated South African adults were randomly assigned to a no-message control group, a message highlighting gaining greater freedoms, or a message highlighting being part of the solution to the pandemic. Neither value proposition message increased vaccination intentions. Light-touch and scalable messages informed by behavioral science and social marketing principles may increase vaccination intentions and uptake, However, more attention should be paid to understanding the behavioral barriers experienced by different population segments, and to tailoring and targeting messaging to those barriers and segments.

Assessing Theoretical Mediators of Campaign-Induced Communication in the Context of Social Norms Campaign

ABSTRACT The present paper examines the role of campaign-induced communication on the effects of a social norms campaign by focusing on cognitive elaboration, perceived injunctive norms, and message recall as mediating variables. Participants (n = 252; m age = 20.26) read an injunctive norms campaign message about choosing not to drink at parties or when socializing and were randomly assigned to one of three conditions (control: received no prompts, prompt only; received prompts to engage in interpersonal communication about the campaign message with close others during the following week; prompt & plan: received prompts to engage in interpersonal communication with close others during the following week and to write a plan for the communication). The results revealed that the prompt (either alone or with the plan) significantly motivated participants to engage in positive conversations about the campaign message during the next week. Similar to past findings, higher frequency of positive conversations about the campaign message indirectly predicted better behavioral outcomes via higher cognitive elaboration. The findings suggest that social norms campaign developers should be encouraged to design social norms messages with a brief prompt to motivate the target audience to engage in interpersonal communication and need to account for such interpersonal communication and its indirect effects in evaluating campaign messages.

Mitigating gender inequality in women's voices: the role of normative gender-egalitarian messages

Abstract This study empirically examines gender inequality in tolerance for women's opinions and identifies how the provision of normative gender-egalitarian message can mitigate this inequality by conducting online randomized experiments in Japan. In this experiment, I asked the participants to evaluate the agreement score for 10 anonymous statements and implemented two types of random interventions: disclosing the gender of the statement poster and providing normative statement for gender equality. The results of both cross-sectional and panel data analyses showed that people significantly reduced the agreement score for women's opinions compared with men's and non-gender disclosure opinions. Meanwhile, the negative impact of female gender disclosure was neutralized when participants were provided with a normative message.

The motive matters: Experimental evidence on the expressive function of punishment

The literature on punishment and prosocial behavior has presented conflicting findings. In some settings, punishment crowds out prosocial behavior and backfires; in others, however, it promotes prosociality. We examine whether the punisher's motives can help reconcile these results through a novel experiment in which the agent's outcomes are identical in two environments, but in one the pre-emptive punishment scheme is self-serving (i.e., potentially benefits the punisher), while in the other it is other-regarding (i.e., potentially benefits a third party). We find that self-serving punishment reduces the social stigma of selfish behavior, while other-regarding punishment does not. Self-serving punishment is thus less effective at encouraging compliance and is more likely to backfire. We further show that the normative message is somewhat weaker when punishment is less costly for the punisher. Our findings have implications for the design of punishment mechanisms and highlight the importance of the punisher's motives in expressing norms.

Designing social media to foster user engagement in challenging misinformation: a cross-cultural comparison between the UK and Arab countries

Challenging others who post misinformation is a type of social correction that complements algorithm-based approaches. However, participation rates in such social acts remain limited. In this paper, we study design techniques that leverage principles of persuasive system design and communication theories to foster such prosocial behaviour across two distinct cultural contexts: the British and the Arab. A total of 462 participants completed an online survey (250 UK, 212 Arabs). The study compared the two cultural contexts regarding willingness to challenge misinformation and the persuasiveness of seven design techniques to increase that willingness, namely predefined question stickers, thinking face reaction, sentence openers, fact checker badge, social norm messages, tone detector, and private commenting. Moreover, it explores the impact of individuals’ characteristics on their perception of the techniques as being more or less persuasive than a standard comment box. The study found that the willingness to challenge misinformation was significantly higher in the Arab context than in the UK context. Moreover, except for the private commenting, all techniques were more impactful in the Arab context than in the UK context. Some techniques, such as predefined question stickers, were more effective in both cultures compared to the standard comment box, while others, like the fact checker badge, were more effective only in the Arab context. However, in the UK, sentence openers had a lower impact. Furthermore, personality traits, age, and perspective-taking showed the potential but also the varying impacts on the persuasiveness of the techniques on users’ correction of misinformation across both cultural contexts while pointing to the need for considering both personal and cultural factors in designing social-correction-based solutions.

Dynamic Norms and Vaping: A Test of Four Mediators

Background: The prevalence of vaping among young people is a public health crisis. Social norms can contribute to the problem, but also to the solution. Objective: The current study examined young adults’ responses to anti-vaping messages that varied on two features: social norms and behavioral framing. Methods: College students (N = 270) were randomly assigned to one of five conditions in a 2 (social norm: dynamic norm, static norm) X 2 (behavioral framing: vaping, not vaping) between-subjects factorial design with a no message control condition (n range = 49–58 in each condition). Results: Independent samples t-test, univariate analysis of variance, and structural equation modeling were used to test hypotheses and answer research questions. Results showed main effects of social norm, such that the dynamic (vs. static) norm message led to higher preconformity (p <.001) and self-efficacy (p = .012), and lower freedom threat (p = .040) and reactance (p < .001). There was also an indirect effect of dynamic norm on attitude as mediated by self-efficacy (p = .040). No main effect of behavioral framing was observed. Few interactions between social norm and behavioral framing were observed on preconformity (p < .001), anger (p < .001), and negative cognitions (p = .003). Conclusion: Overall, findings suggest a persuasive advantage for a dynamic norm relative to a static norm. Theoretically, these findings add to the literature suggesting the persuasiveness of dynamic norms. Practically, these results imply anti-vaping campaigns targeting young populations should communicate the changing (dynamic) norms in regard to (not) vaping.

A conciliatory and persuasive social campaign changes owner behavior to reduce cats' hunting

AbstractSolutions to the cats‐hunting‐wildlife environmental conflict could benefit from social science approaches. Our Theory of Planned Behavior questionnaire—informed by an elicitation survey of cat owners at veterinary clinics about their attitudes, norms, and beliefs regarding bringing their cats inside at night—surveyed 158 cat owners across 20 veterinarian clinics in four cities. It revealed that wildlife conservation was not influential on cat owner intention but veterinarians, cat safety, peers, and household members were. Thus, we designed a social marketing campaign with two treatments: (1) a veterinarian/cat safety message or (2) social/family norm message. Thirty‐four veterinary clinics received one of the two campaign posters or served as the control group. Customers (n = 510) received a “cat welfare” survey and then a pamphlet with the advocated message, and a follow‐up survey by email or telephone 3–6 weeks later (69% response rate). Campaign messaging significantly increased the number of cat owners who reported bringing their cats inside at night compared to the control group. The social/family norm message was most effective. Although rudimentary, the campaign generated measurable changes in cat owner intention and behavior. Conservation campaigns informed by co‐benefits for cat owners may reduce cats' hunting and be conciliatory ways of transcending environmental conflict.

Shifting norms, static behaviour: effects of dynamic norms on meat consumption.

While decreasing their meat consumption is one of the most impactful behaviours an individual may carry out to reduce their carbon emissions, it is still a minority behaviour in many parts of the world. Research suggests that communicating information about changing 'dynamic' norms may be a useful tool for changing attitudes and behaviours in the direction of those currently held by the minority. This study uses a 2 × 2 mixed design (norm type [dynamic/static] × visual cue [present/absent, and a no-task control), and a follow-up assessment after one week to investigate the effect of making dynamic norms salient on various meat consumption outcomes: attitudes towards meat consumption, interest in reducing one's own meat consumption, intentions to reduce one's own meat consumption and self-reported meat consumption. We used an online sample of British participants (N = 1294), ranging in age 18-77 (M age = 39.97, s.d.age = 13.71; 55.8% female). We hypothesized that: (i) dynamic norms will positively influence meat consumption outcomes; (ii) visual cues will accentuate the difference between norm conditions; (iii) using a visual cue will enhance the effect of dynamic norms; and (iv) any effects of dynamic norms will endure over a period of one week. We found no positive effect of dynamic norms (versus static norms) on any outcome at time 1, and no positive effect on changes in outcomes from time 1 to time 2. However, we found a positive interaction of norm type and visual cue at time 1 (although not from time 1 to time 2): the addition of a visual cue to dynamic norm messages enhanced the positive effect of the message at time 1 (but did not enhance the changes occurring from time 1 to time 2). Analyses for changes in self-reported meat consumption did not reach our evidential threshold. We discuss the practical and theoretical implications of these findings.

Correction: The effectiveness and efficiency of using normative messages to reduce waste: A real world experiment

Correction: The effectiveness and efficiency of using normative messages to reduce waste: A real world experiment

Promoting voluntary risk detection behaviour: an intervention study based on trending social norms combined with emotional appeals

Well-owners are exposed to substantial health risks but rarely test their water and infrequently maintain their wells. We designed and tested an intervention aimed to promote voluntairy risk detection behavioiur. The intervention was based on a trending social norm message (suggesting an increasing trend of well-owners testing their wells) with emotional appeals. Two emotional appeals were used: fear frames (an indication of the severity of the risk) and worry appeals (indication of how many well-owners worried about contamination risks). In an online experiment, 262 Irish private well-owners were randomly allocated to six different risk communication messages that followed the design described above. The results showed a trending social norm message combined with a strong worry appraisal primarily raised levels of worry which, in turn, influenced attitudes towards water testing and behavioural intentions to maintain wells. Our results illustrate the potential of stressing a trending social norm and worry appraisal to promote voluntary risk detection behaviours.

Testing the effect of descriptive dynamic social norm messages on meatless food purchases in Aotearoa New Zealand and UK university food outlets

A reduction in meat consumption is urgently needed to address multiple harms related to the environment, animal welfare, and human health. Social norm interventions have been found to be feasible and effective at shifting consumer behaviour, however, evidence related to meat reduction behaviour is limited – especially in naturalistic settings. Two social norm interventions were conducted at university food outlets in Aotearoa New Zealand and in the UK, to assess the effect of social norm messages on meat and meatless food purchases. Both interventions consisted of a week-long intervention phase during which descriptive dynamic social norm messages referring to reduced meat intake were displayed in the food outlets (study one and two) and via social media (study two). Meat and meatless food purchases during the interventions were compared to pre- and post-intervention weeks. Surveys were also conducted with a sub-group of customers to assess demographics, dietary habits, and awareness of the social norm message. In both studies, there was no significant effect of the social norm interventions on meat or meatless food purchases, and awareness of the norms message across both studies was low. These findings indicate that social norm interventions alone may be ineffective in encouraging meat reduction. Implications for interventions to reduce meat intake to support pro-environmental food choices are discussed.

Chilling results: how explicit warm glow appeals fail to boost pro-environmental behaviour

AbstractWe conducted a large-scale online experiment to examine whether climate change messaging can induce emotions and motivate pro-environmental action. We study how exposure to explicit positive (‘warm glow’) and negative (‘cold prickle’) emotional appeals as well as a traditional social norm communication affects pro-environmental action. We find that a simple call to take action to mitigate climate change is at least as affective as social norm message framing and emotional appeals. Our results highlight the difficulty of designing messaging interventions that effectively harness emotional incentives to promote pro-environmental action. Messages that explicitly emphasise the personal emotional benefits of contributing to environmental causes or the adverse emotional effects of not doing so seem to fall short of motivating pro-environmental effort. Our findings underscore the need for caution when incorporating emotive appeals into policy interventions.

Функционально-стилистическое своеобразие нормативного речевого жанра Schulordnung der Grundschule (на материале немецкого языка)

In the article the normative speech genre Schulordnung der Grundschule (Internal Regulations for Primary School Students) is considered on the material of the German language in the aspect of the functional and stylistic approach. The hypothesis is tested that the functional and stylistic peculiarity of the genre is the result of the interaction of formal and business style and the colloquial one, which act as the environment for the functioning of the genre and the texts actualizing it in the situation of institutional communication of adult norm-senders and children norm-recipients. The empirical material is represented by 100 text units created in accordance with the genre, the main purpose of which is to regulate the behavior of young schoolchildren while they remain in the educational institution. On the example of three stylistic features of formal and business speech – impersonality, non-emotionality and accuracy – it is shown how multi-level language means of colloquial style penetrating the normative texts violates their stylistic homogeneity, modifies stylistic features, and forms the inter-style nature of texts, reflecting the intention of addressees to take into account the cognitive and psychological characteristics of the younger subjects of the norm in the process of decoding normative messages by them. It is concluded that the genre of Schulordnung der Grundschule, as a way of selecting and combining linguistic means, shows openness towards different style inclusions, giving the addressees the opportunity to freely vary the linguistic means at their discretion in accordance with the ideas of the pragmatic effectiveness of the statement.

Nudging towards COVID-19 and influenza vaccination uptake in medically at-risk children: EPIC study protocol of randomised controlled trials in Australian paediatric outpatient clinics

IntroductionChildren with chronic medical diseases are at an unacceptable risk of hospitalisation and death from influenza and SARS-CoV-2 infections. Over the past two decades, behavioural scientists have learnt how to...

Cultural influences on the effects of social norm appeals.

This study reports on an experimental test of the effects of descriptive and injunctive norm appeals on intentions to prevent food waste in China and the United States (N = 1449), testing the role of cultural context and group orientation in this process. Results showed that the main effects of descriptive and injunctive norm messages on behavioural intentions were mediated by normative perceptions, and cultural context moderated both paths of this mediation. Specifically, with the same message exposure, Chinese participants perceived food waste prevention as more prevalent and socially approved compared to US participants. Normative perceptions interacted with cultural context to influence behavioural intentions, such that both descriptive and injunctive norm perceptions predicted stronger intentions to prevent food waste among Chinese participants compared to Americans. Group orientation yielded a main effect on behavioural intentions, instead of the moderation effects as expected. Findings suggest the need for culturally grounded and contextualized approaches to communication of social norms, as well as building cultural concepts into theories of social norms. This article is part of the theme issue 'Social norm change: drivers and consequences'.

Language matters: how normative expressions shape norm perception and affect norm compliance.

Previous studies have used various normative expressions such as 'should', 'appropriate' and 'approved' interchangeably to communicate injunctions and social norms. However, little is known about whether people's interpretations of normative language differ and whether behavioural responses might vary across them. In two studies (total n = 2903), we find that compliance is sensitive to the types of normative expressions and how they are used. Specifically, people are more likely to comply when the message is framed as an injunction rather than as what most people consider good behaviour (social norm framing). Behaviour is influenced by the type of normative expression when the norm is weak (donation to charities), not so when the norm is strong (reciprocity). Content analysis of free responses reveals individual differences in the interpretation of social norm messages, and heterogeneous motives for compliance. Messages in the social norm framing condition are perceived to be vague and uninformative, undermining their effectiveness. These results suggest that careful choice of normative expressions is in order when using messages to elicit compliance, especially when the underlying norms are weak. This article is part of the theme issue 'Social norm change: drivers and consequences'.

Exploring Information and Comfort Expectations Related to the Use of a Personal Ceiling Fan

Rising global temperatures have increased the need for research into human adaptability and comfort in buildings. To reduce comfort-related energy demands, low-energy-consumption alternatives for space cooling, such as personal environmental control systems (PECS), are being investigated. The implementation of PECS in office buildings is still underway, and little is known about how occupants’ expectations can influence their satisfaction with PECS and indoor environmental quality. This study examines the influence of tailored information and occupants’ comfort expectations on their thermal perceptions and satisfaction with a personal ceiling fan. Seventy-six participants completed an online questionnaire and attended a half-day session at 30 °C in a climate chamber in Germany. A manipulation technique to activate personal norms was used to test the influence of information on expectations. Results indicated higher reported thermal comfort in participants with more positive thermal expectations, regardless of their expectations of the building systems. These effects were largely moderated by personal norms, indicating the importance of activating normative motivations to increase thermal comfort. Occupants with negative expectations improved their perceptions of the fan when making personal adjustments to stay comfortable. However, this effect was not moderated by personal norms. Practical implications focus on manipulating occupants’ comfort expectations, e.g., by providing occupants with normative messages and individual control, to achieve greater comfort and acceptance of personal building controls in naturally ventilated buildings.

The Impact of Social Norms on Consumer Willingness to Choose Green Packaging for an Extra Charge in the United States and South Korea

Three studies examine the effectiveness of social norm messaging in a green consumption context. The overall goal is to identify theory-based ways to increase consumer choice of biodegradable take-out food packaging with an extra charge versus single-use plastic with no charge in the US and South Korea. Results indicate that descriptive norm messaging is superior to prescriptive norm messaging in both countries. Prescriptive norm messaging produced significantly higher reactance and more negative attitudes toward the packaging selection experience in the US, suggesting serious backfire effects in that country, but not in South Korea. Results advance theory regarding the use of social norm messaging to increase consumers’ willingness to pay an additional charge for take-out food packaging that is biodegradable versus single-use plastic. Managerial and policy implications are discussed.