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First published May 2007

The Constructive, Destructive, and Reconstructive Power of Social Norms

Abstract

Despite a long tradition of effectiveness in laboratory tests, normative messages have had mixed success in changing behavior in field contexts, with some studies showing boomerang effects. To test a theoretical account of this inconsistency, we conducted a field experiment in which normative messages were used to promote household energy conservation. As predicted, a descriptive normative message detailing average neighborhood usage produced either desirable energy savings or the undesirable boomerang effect, depending on whether households were already consuming at a low or high rate. Also as predicted, adding an injunctive message (conveying social approval or disapproval) eliminated the boomerang effect. The results offer an explanation for the mixed success of persuasive appeals based on social norms and suggest how such appeals should be properly crafted.

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Article first published: May 2007
Issue published: May 2007

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© 2007 Association for Psychological Science.
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PubMed: 17576283

Authors

Affiliations

P. Wesley Schultz
1 California State University, San Marcos
Jessica M. Nolan
2 University of Arkansas
Robert B. Cialdini
3 Arizona State University
Noah J. Goldstein
3 Arizona State University
Vladas Griskevicius
3 Arizona State University

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