A room with a viewpoint: Using social norms to motivate environmental conservation in hotels

被引:1798
作者
Goldstein, Noah J. [1 ]
Cialdini, Robert B. [2 ]
Griskevicius, Vladas [3 ]
机构
[1] Univ Chicago, Grad Sch Business, Chicago, IL 60637 USA
[2] Arizona State Univ, Tempe, AZ 85287 USA
[3] Univ Minnesota, Carlson Sch Management, Minneapolis, MN 55455 USA
关键词
D O I
10.1086/586910
中图分类号
F [经济];
学科分类号
02 ;
摘要
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.
引用
收藏
页码:472 / 482
页数:11
相关论文
共 48 条
[1]   The silence of the library: Environment, situational norm, and social behavior [J].
Aarts, H ;
Dijksterhuis, A .
JOURNAL OF PERSONALITY AND SOCIAL PSYCHOLOGY, 2003, 84 (01) :18-28
[2]  
[Anonymous], 2006, ADV CONSUMER RES
[3]  
Austin W., 1986, PSYCHOL INTERGROUP R, P7, DOI DOI 10.4324/9780203505984-16
[4]   The effect of in-group out-group status on memory for consistent and inconsistent behavior of an individual [J].
Bardach, L ;
Park, B .
PERSONALITY AND SOCIAL PSYCHOLOGY BULLETIN, 1996, 22 (02) :169-178
[5]   REFERENCE GROUP INFLUENCE ON PRODUCT AND BRAND PURCHASE DECISIONS [J].
BEARDEN, WO ;
ETZEL, MJ .
JOURNAL OF CONSUMER RESEARCH, 1982, 9 (02) :183-194
[6]   MEASUREMENT OF CONSUMER SUSCEPTIBILITY TO INTERPERSONAL INFLUENCE [J].
BEARDEN, WO ;
NETEMEYER, RG ;
TEEL, JE .
JOURNAL OF CONSUMER RESEARCH, 1989, 15 (04) :473-481
[7]   Enhancing helping behavior: An integrative framework for promotion planning [J].
Bendapudi, N ;
Singh, SN ;
Bendapudi, V .
JOURNAL OF MARKETING, 1996, 60 (03) :33-49
[8]  
BRINBERG D, 1986, ADV CONSUM RES, V13, P297
[9]   INFORMATIONAL AND NORMATIVE SOCIAL INFLUENCE IN BUYER BEHAVIOR [J].
BURNKRANT, RE ;
COUSINEAU, A .
JOURNAL OF CONSUMER RESEARCH, 1975, 2 (03) :206-215
[10]   SIMILARITY AND SATISFACTION IN ROOMMATE RELATIONSHIPS [J].
CARLI, LL ;
GANLEY, R ;
PIERCEOTAY, A .
PERSONALITY AND SOCIAL PSYCHOLOGY BULLETIN, 1991, 17 (04) :419-426