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First published online February 4, 2014

The Influence of Descriptive Social Norm Information on Sustainable Transportation Behavior: A Field Experiment

Christine Kormos, Robert Gifford, and Erinn BrownView all authors and affiliations
Volume 47, Issue 5
https://doi.org/10.1177/0013916513520416

Abstract

A month-long field experiment evaluated the impact of descriptive social norm information on self-reported reduction of private vehicle use. Following a baseline week, participants were asked to reduce their vehicle use by 25% and were randomly assigned to a control condition or to a low or high social norm condition in which they received information that either under- or over-reported others’ successful efforts to switch to sustainable transportation. Results indicated a significant linear trend, such that messages highlighting more prevalent descriptive social norms increased sustainable transportation behavior (relative to private vehicle use) for commuting, but not non-commuting, purposes. Participants in the high social norm condition decreased their commuting-related private vehicle use by approximately five times, compared with baseline. Car-use message campaigns can reduce private vehicle use by highlighting descriptive norms about others’ sustainable transportation efforts, but these messages appear to be most effective for commuting behavior.

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Biographies

Christine Kormos is pursuing a doctoral degree in environmental psychology at the University of Victoria. Her research interests include transportation behavior change campaigns, self-report validity, and psychological barriers to electric vehicle adoption.
Robert Gifford is a professor of psychology and environmental studies at the University of Victoria. His main research interests are the interface of environmental psychology, social psychology, and personality psychology.
Erinn Brown has her undergraduate degree in psychology from the University of Victoria. Her interests are in the area of counseling psychology

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Published In

Volume 47, Issue 5
Pages: 479 - 501
Article first published online: February 4, 2014
Issue published: June 2015

Keywords

  1. social norm
  2. descriptive norms
  3. transportation
  4. field experiment
  5. message framing

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Authors

Affiliations

Christine Kormos
University of Victoria, British Columbia, Canada
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Robert Gifford
University of Victoria, British Columbia, Canada
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Erinn Brown
University of Victoria, British Columbia, Canada
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Notes

Christine Kormos, Department of Psychology, University of Victoria, P. O. Box 3050, Victoria, British Columbia, Canada, V8W 3P5. Email: [email protected]

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