Sparkman & Walton, 2017 Experiment 4: Learning that people are increasingly limiting their meat consumption increased likelihood of ordering lunch without meat
Reference:
Sparkman, G., & Walton, G. M. (2017). Dynamic norms promote sustainable behavior, even if it is counternormative. Psychological science, 28(11), 1663-1674.
Download PDFSummary:
Lunch goers who learned that the number of people who make an effort to limit their meat consumption is rising (a “dynamic norm”) were twice as likely to order lunch without meat as compared to either those who learned that some people make an effort to limit their meat consumption or those in a control condition (34% versus 17%).
Psychological Process:
Need
Need to BelongWhat Desired Meaning is At Stake?
What is the Person Trying to Understand?
To Feel Connected, Included, Respected, and Valued by OthersApproach to Desired Meaning
What about it?
Link Belonging to a Behavior or Attitude to Motivate Positive ChangeHow?
Psychological Question Addressed
Is what is typical or valued changing?Is what is typical or valued changing?Changing beliefs about social norms to motivate positive behaviorsPsychological Question Addressed
Is what is typical or valued changing?Psychological Process 2:
Psychological Process 3:
Social Area:
Sustainability
Intervention Technique:
Direct labeling, of social norms