the fundamental principle of social influence: consensus and norms.pdf · 1 using social norms to...

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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)

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1. Environmental protection; and

2. Environmental cooperation

Typical in-room appeals:

Environmental Focus

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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

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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

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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)