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and Identity
- Publisher
- Oxford University Press
- Copyright
- © 2008 by JOURNAL OF CONSUMER RESEARCH, Inc.
- ISSN
- 0093-5301
- eISSN
- 1537-5277
- DOI
- 10.1086/586910
- Publisher site
- See Article on Publisher Site
Abstract
Two field experiments examined the effectiveness of signs requesting hotel guests' participation in an environmental conservation program. Appeals employing descriptive norms (e.g., “the majority of guests reuse their towels”) proved superior to a traditional appeal widely used by hotels that focused solely on environmental protection. Moreover, normative appeals were most effective when describing group behavior that occurred in the setting that most closely matched individuals' immediate situational circumstances (e.g., “the majority of guests in this room reuse their towels”), which we refer to as provincial norms. Theoretical and practical implications for managing proenvironmental efforts are discussed.
Journal
Journal of Consumer Research – Oxford University Press
Published: Oct 1, 2008
Keywords: Group/Interpersonal Influences; Persuasion; Public Policy Issues; Communication; Experimental Design and Analysis (ANOVA); Field Experiment