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White & Simpson, 2013, Study 2: Ecnouraging to "grasscycle" emphasizing individuality or communities reduced amount of grass left for garbage collection among homeowners

Reference:

White, K., & Simpson, B. (2013). When do (and don't) normative appeals influence sustainable consumer behaviors?. Journal of Marketing, 77(2), 78-95.
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Summary:

Fliers left on doors encouraged 676 homeowners to leave grass clippings on lawns (to “grasscycle”). Among homeowners primed with a collective sense of self (e.g., “Why should we grasscycle”), those exposed to a descriptive norm (“Think about how we can all join in and grasscycle”) or an injunctive norm (“Our neighbors want us to grasscycle”) reduced the amount of grass left for garbage collection relative to a condition that emphasized benefits (“Think about the benefits for our community if we grasscycle”). Among homeowners primed with an individual sense of self (e.g., “Why should you grasscycle”), exposure to the descriptive norm and to the benefits reduced grass clippings left for garbage collection compared to the injunctive norm.

Psychological Process:

Psychological Process 2:

Need

What is the Person Trying to Understand?

What Desired Meaning is At Stake?

What Desired Meaning is At Stake?

What About it?

Approach to Desired Meaning

Approach to Desired Meaning

How?

Psychological Question Addressed

Psychological Question Addressed

Psychological Question Addressed

Psychological Process 3:

Need

What Desired Meaning is At Stake?

Approach to Desired Meaning

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Intervention Technique:

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Posted By:

Walton & Wilson, 2018