Social Norm Messages Research Articles

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.

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.

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

Abstract We 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.

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...

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'.

Can app notifications reduce charging hogging? An experiment with electric vehicle drivers

Electric vehicles (EVs) have the potential to contribute to urban environments’ sustainability. However, charging hogging (e.g., leave the vehicle attached at charging stations beyond full charge) can limit the EV market, generate issues for local authorities and electricity providers, and hinder the experience of drivers. This study investigated experimentally whether different app notifications (involving loyalty points, reserved parking, and social norm messages) can encourage drivers in the Netherlands to move their vehicle when fully charged, involving 703 EV drivers of a high-end car manufacturer. Logistic regressions showed that offering reserved parking and sending social norm notifications both increased the intention to move vehicles after charge, among both fully electric and plug-in hybrid vehicle drivers. For fully EV drivers, receiving loyalty points also increased the intention to move the vehicle. These findings indicate that providing reserved parking, sending social norm notifications and, partially, offering loyalty points, might be effective systems to reduce hogging.

Does social-norm messaging influence expected satiety and ideal portion-size selection?

A person's perception of how long a food will stave off hunger (expected satiety) and the ideal amount to consume (ideal portion size) are both influenced by food-to-mealtime norms. Here, we examine whether social norms can modulate this effect, in three experimental studies. In study 1 (n = 235) participants were exposed to a social norm suggesting most people enjoyed consuming pasta for breakfast. There was a main effect of food-to-mealtime congruence for expected satiety and ideal portion size (p < 0.001) – participants selected a smaller portion of pasta for breakfast (vs. lunch) – but there were no other main effects/interactions (p ≥ 0.15). Study 2 (n = 200) followed the same approach as study 1, but sought to examine whether the typical volume of food consumed at breakfast and lunch needed to be controlled. Again, there was a main effect of congruence (the same pattern) (p ≤ 0.02) but no other main effects/interactions (p ≥ 0.73). Study 3 (n = 208) followed the same approach as study 2, but the social-norm message was changed to suggest that most people who eat pasta for breakfast found it effectively reduced their hunger. Again, there was a main effect of congruence (the same pattern) (p < 0.001) but no other main effects/interaction (p ≥ 0.26). These studies provide further evidence for the food-to-mealtime effect, but do not provide any evidence that a single, simple social-norm statement can modulate expected satiety or ideal portion size, or interact with the food-to-mealtime effect.

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.

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

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.

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.

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.