When Do (And Don't) Normative Appeals Best Influence Consumer Conservation Behaviors?

Katherine White, University of Calgary, Canada
Bonnie Simpson, University of Calgary, Canada
This research explored how normative appeals can be used to effectively to encourage consumers to engage in relatively unfamiliar conservation behaviors. Across one field study and two laboratory studies, we show that the effectiveness of the type of normative appeal depended on whether an individual- versus collective-level mindset was activated.
[ to cite ]:
Katherine White and Bonnie Simpson (2011) ,"When Do (And Don't) Normative Appeals Best Influence Consumer Conservation Behaviors?", in NA - Advances in Consumer Research Volume 39, eds. Rohini Ahluwalia, Tanya L. Chartrand, and Rebecca K. Ratner, Duluth, MN : Association for Consumer Research, Pages: 583-584.