PDF(Pubmed)
Abstract：
UNASSIGNED: Social norm appeals are effective in promoting sustainable majority behavior but could backfire when the target behavior is only performed by a minority of people. However, emphasizing that an increasing number of people have started engaging in the behavior or that the majority approve the behavior might prevent such negative effects. However, only a few studies have investigated the combination of descriptive minority and injunctive majority social norm appeals, with inconsistent results. Some studies of minority behavior suggest that the characteristics of recipients might determine the inconsistent results regarding the impact of minority social norm appeals and that social norm appeals could have a greater impact on individuals with weaker environment related dispositions.
UNASSIGNED: Two two-wave studies investigated how descriptive minority appeals, injunctive majority appeals, and their combination can be used to motivate sustainable minority behavior and what role environment related dispositions play in this context. In the first part, perceived social norms, environment related dispositions, behavioral intentions, and pre-attitudes were measured. Two weeks later, respondents participated in a 3 (descriptive social norm appeal: static vs. dynamic vs. absent) × 2 (injunctive majority social norm appeal: present vs. absent) between-subjects experiment and watched an explainer video on voluntary carbon offsets that included various social norm appeals.
UNASSIGNED: In both studies, we found that social norm appeals influenced perceived social norms. However, persuasive effects were only observed in the first study, and an injunctive majority appeal increased persuasive outcomes, but there were no differences between the descriptive conditions and no differences in their impact depending on individuals\' environment related dispositions in either study.
UNASSIGNED: A single exposure may be insufficient to exert persuasive effects and the change in perceived social norms may first need to be internalized. In online explainer videos, the effects of social norm appeals could be amplified by algorithm-based suggestions and when social norm appeals draw attention to norm-conforming content. However, further research is required on the long-term effects and their possible amplification via social media.
UNASSIGNED: Two two-wave studies investigated how descriptive minority appeals, injunctive majority appeals, and their combination can be used to motivate sustainable minority behavior and what role environment related dispositions play in this context. In the first part, perceived social norms, environment related dispositions, behavioral intentions, and pre-attitudes were measured. Two weeks later, respondents participated in a 3 (descriptive social norm appeal: static vs. dynamic vs. absent) × 2 (injunctive majority social norm appeal: present vs. absent) between-subjects experiment and watched an explainer video on voluntary carbon offsets that included various social norm appeals.
UNASSIGNED: In both studies, we found that social norm appeals influenced perceived social norms. However, persuasive effects were only observed in the first study, and an injunctive majority appeal increased persuasive outcomes, but there were no differences between the descriptive conditions and no differences in their impact depending on individuals\' environment related dispositions in either study.
UNASSIGNED: A single exposure may be insufficient to exert persuasive effects and the change in perceived social norms may first need to be internalized. In online explainer videos, the effects of social norm appeals could be amplified by algorithm-based suggestions and when social norm appeals draw attention to norm-conforming content. However, further research is required on the long-term effects and their possible amplification via social media.
摘要：
■社会规范诉求在促进可持续的多数人行为方面是有效的，但当目标行为仅由少数人执行时，则可能适得其反。然而,强调越来越多的人开始从事这种行为，或者大多数人赞成这种行为，可能会防止这种负面影响。然而,只有少数研究调查了描述性少数群体和禁令多数社会规范诉求的结合，结果不一致。对少数群体行为的一些研究表明，接受者的特征可能会决定有关少数群体社会规范诉求影响的不一致结果，而社会规范诉求可能会对与环境相关的性格较弱的个人产生更大的影响。
■两项两波研究调查了描述性少数群体如何上诉，禁令多数人呼吁，它们的组合可以用来激励可持续的少数群体行为，以及环境相关的倾向在这种情况下扮演什么角色。在第一部分,感知的社会规范，与环境相关的倾向，行为意图，并测量了态度。两周后,受访者参加了3(描述性社会规范吸引力：静态与动态vs.缺席)×2(禁令多数社会规范上诉：现在与缺席）在受试者之间进行实验，并观看了有关自愿碳补偿的解释器视频，其中包括各种社会规范呼吁。
■在这两项研究中，我们发现社会规范诉求影响感知的社会规范。然而,仅在第一项研究中观察到有说服力的效果，禁令多数人的呼吁增加了说服力的结果，但在两项研究中，描述条件之间没有差异，其影响也没有差异，这取决于个体的环境相关倾向。
■一次暴露可能不足以发挥说服作用，感知的社会规范的变化可能首先需要内在化。在网上解释器视频中，社会规范申诉的效果可以通过基于算法的建议以及当社会规范申诉引起对规范符合内容的关注时被放大。然而,需要进一步研究长期影响及其通过社交媒体的可能扩大。
■两项两波研究调查了描述性少数群体如何上诉，禁令多数人呼吁，它们的组合可以用来激励可持续的少数群体行为，以及环境相关的倾向在这种情况下扮演什么角色。在第一部分,感知的社会规范，与环境相关的倾向，行为意图，并测量了态度。两周后,受访者参加了3(描述性社会规范吸引力：静态与动态vs.缺席)×2(禁令多数社会规范上诉：现在与缺席）在受试者之间进行实验，并观看了有关自愿碳补偿的解释器视频，其中包括各种社会规范呼吁。
■在这两项研究中，我们发现社会规范诉求影响感知的社会规范。然而,仅在第一项研究中观察到有说服力的效果，禁令多数人的呼吁增加了说服力的结果，但在两项研究中，描述条件之间没有差异，其影响也没有差异，这取决于个体的环境相关倾向。
■一次暴露可能不足以发挥说服作用，感知的社会规范的变化可能首先需要内在化。在网上解释器视频中，社会规范申诉的效果可以通过基于算法的建议以及当社会规范申诉引起对规范符合内容的关注时被放大。然而,需要进一步研究长期影响及其通过社交媒体的可能扩大。
