Dynamic Norms Promote Sustainable Behavior, Even if It Is Counternormative
Dynamic Norms Promote Sustainable Behavior, Even if It Is Counternormative
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DOI：
10.1177/0956797617719950
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发表时间：
2017-11-01
影响因子：
8.2
通讯作者：
Walton, Gregory M.
中科院分区：
文献类型：
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作者：
Sparkman, Gregg;Walton, Gregory M.
众所周知，人们会遵从他人当前态度和行为的规范性信息。他们是否也遵从动态规范——关于其他人的行为如何随时间变化的信息？我们在三个在线和两个实地实验中调查了这个问题。实验1到实验4检查了高水平的肉类消费，这是一种在美国正在减少的规范和显著的行为。尽管普遍存在静态规范，但动态规范激发了变化，增加了人们少吃肉的兴趣（实验1-3），并使咖啡馆的无肉订单增加了一倍（实验4）。中介因素包括对未来少吃肉的预期（预从众）和减少肉类消费对其他人很重要的推断（实验2和3）。在实验5中，我们利用自然比较提供了证据，当静态规范是积极的时，动态规范也可以加强社会规范干预；一个积极的动态规范导致在干旱的3周内减少了洗衣量和用水量。
It is well known that people conform to normative information about other people's current attitudes and behaviors. Do they also conform to dynamic norms-information about how other people's behavior is changing over time? We investigated this question in three online and two field experiments. Experiments 1 through 4 examined high levels of meat consumption, a normative and salient behavior that is decreasing in the United States. Dynamic norms motivated change despite prevailing static norms, increasing interest in eating less meat (Experiments 1-3) and doubling meatless orders at a cafe (Experiment 4). Mediators included the anticipation of less meat eating in the future (preconformity) and the inference that reducing meat consumption mattered to other people (Experiments 2 and 3). In Experiment 5, we took advantage of a natural comparison to provide evidence that dynamic norms can also strengthen social-norm interventions when the static norm is positive; a positive dynamic norm resulted in reduced laundry loads and water use over 3 weeks during a drought.