Key idea: Telling people what others do changes what they do, but the change can run in both directions.
Two kinds of norm
1
Descriptive norm
What most people do: 'the average home uses this much'.
2
Injunctive norm
What people approve of: a smiley face for using little.
Descriptive norm · Injunctive norm
Schultz and colleagues (2007) told about 290 households their energy use and the neighbourhood average. High users cut back; low users used more, until a smiley face was added.
What HL adds: The motivation extension: approval (the smiley face) gives a reason to keep doing well, so it stops the pull back to the average.
Free preview
This is the free notes preview
You're reading the free notes. Aimnova Pro unlocks the full study experience — and you can try it with your first topic free to keep:
- FlashcardsLock in vocabulary and key terms with spaced repetition.
- Practice questionsAnswer exam-style questions and get instant AI marking.
- Mock exams & past-paper vaultSit full mocks and see exactly how examiners award marks.
- Personalised study planA daily plan built around your exam date and weak areas.
Start Studying Free Full access to Aimnova Pro · cancel anytime
Key idea: Norm messages work in the field and are cheap, but they need careful design and may not last.
Strengths
- Real meter readings, not self-report
- Field experiment
- Same effect in hotels (Goldstein)
Limitations
- One town, a few weeks
- Behaviour, not attitudes
- People steered without knowing
Whether people follow their neighbours may also depend on culture: collectivist groups may respond more.
Watch out: Name the norm. Descriptive or injunctive changes the result.