the fundamental principle of social influence: consensus and norms.pdf · 1 using social norms to...
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1
Using Social Norms
To Preserve The
Environment
Dr. Robert B. Cialdini
Department of Psychology
Arizona State University
The Fundamental Principle of
Social Influence: Consensus (The Descriptive Social Norm)
People are likely to follow the lead of others
like them.
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We follow the lead of:
! Many others
! Similar others
Hotel Towel Reuse Study
Descriptive Social Norm
(Consensus)
3
1. Environmental protection; and
2. Environmental cooperation
Typical in-room appeals:
Environmental Focus
4
Cooperation Focus
47.5%
42.5%
37.5%
32.5%
52.5%
Environmental
FocusCooperation
Focus
Descriptive Social
Norm Focus (2)
50%
55%
45%
40%
35%
Descriptive Social
Norm Focus (1)
Percentage of Towel Reuse
Descriptive Social
5
Descriptive Social Norm Focus (1)
47.5%
42.5%
37.5%
32.5%
52.5%
Environmental
FocusCooperation
Focus
50%
55%
45%
40%
35%
Descriptive Social
Norm Focus (1)
Descriptive Social
Norm Focus (2)
Percentage of Towel Reuse
6
But is there an even more impactful
message that could be sent, knowing
what we know about the consensus
principle?
We follow the lead of:
Many others
Similar others
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47.5%
42.5%
37.5%
32.5%
52.5%
Environmental
FocusCooperation
Focus
50%
55%
45%
40%
35%
Descriptive Social
Norm Focus (1)
Descriptive Social
Norm Focus (2)
Percentage of Towel Reuse
People Underestimate
the Power of Social Norms
This is true both:
when, as observers, they decide how to
interpret the causes of their own actions
and
when, as tacticians, they decide how to
influence the actions of others
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Reported Beliefs
Regarding the Influence
of Each Motive
Descriptive
Norm
Saving
Money
Benefit to
Society
Environmental
Protection
2.9
3.0
3.1
3.2
3.3
3.4
3.5
Different Motives to Conserve Energy
California Energy Savings Survey
Different Motives to Conserve Energy
Reported Beliefs
Regarding the Influence
of Each Motive
Descriptive
Norm
Saving
Money
Benefit to
Society
Environmental
Protection
2.9
3.0
3.1
3.2
3.3
3.4
3.5
.00
.10
.20
.30
.40
.50
Correlation of Each
Motive with
Conservation Behavior
Descriptive
Norm
Saving
Money
Benefit to
Society
Environmental
Protection
California Energy Savings Survey
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14.5
Energy Conservation Appeal
Field Experiment
14.0
13.5
13.0
12.5Saving
Money
Benefit to
Society
Environmental
Protection
Combined
Controls
Energy
Consumption
(kWh / day)
Descriptive
Norm
Descriptive Social Norm
(Implications)
We can use this principle to advance
conservation goals, by:
1. Informing people of the true conservation efforts
of their neighbors—something they significantly
underestimate; and
2. Tailoring this information to their particular
circumstances (e.g., to the efforts of their
neighbors who are most comparable to them).
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To implement these implications, it is
necessary to have the means to collect, tailor,
and deliver information regarding energy
usage norms in neighborhoods.
Descriptive Social Norm
(Implementations)
Descriptive Social Norm (Implementations)
Positive Energy
A communications platform employing descriptive
social norms to influence efficiency and conservation:
• Provide regular feedback
• Compare customer’s energy use to that of like
neighbors
• Enable customers to set and track personal
conservation goals
• Provide insights into what is likely causing over usage
(e.g. summertime A/C usage)
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Positive Energy
Components of the Platform:
Home Energy Reports: printed reports comparing
energy use to relevant neighbors. Includes tailored
recommendations and offerings.
Individualized Websites: designed to educate and
motivate residential energy customers
Data warehouse and data mining: underlying
technology that combines utility meter data with housing
data and other demographic data.
Descriptive Social Norm (Implementations)