6.5 Social norms

Question 1

Two norms:

Answer 1

Descriptive norm and injunctive norm

Question 2

Descriptive norm

Answer 2

perception what is commonly done

Question 3

Injunctive norm

Answer 3

Perception what is commonly approved or disproved

Question 4

Social norms marketing + rationale

Answer 4

to reduce undesirable conduct.
1. Majority of people overestimate undesirable behaviors (alcohol use)
2, Individuals use perceptions of peer norms as a standard to which they compare.

Question 5

Boomerang effect

Answer 5

People measure the appropriateness of their behavior by how far away they are from the norm, being deviant is being above or below the norm.
Having a injunctive message will prevent this effect.

Question 6

hypotheses (3)

Answer 6

h1= descriptive information → more than average users → using less.
H2 = descriptive information → less than average users → using more → boomerang effect
h3 = descriptive + injunctive → less than average users → use the same

Question 7

Results short term and long term (3)

Answer 7

1. Household more than average  descriptive norm only feedback produced a significant decrease in energy relative to baseline.
2. Household less than average  descriptive norm only feedback produced a significant increase in energy relative to baseline.
3. Household less than average  descriptive norm + injunctive feedback produced a significant decrease in energy relative to baseline.