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.
■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。