Give ‘Em a Boost: Descriptive Norms Encourage Booster Seat Use With Low Involvement Parents

Jennifer Jeffrey, Ivey Business School, Western University, Canada
Dante M. Pirouz, Ivey Business School, Western University, Canada
Jodie Whelan, Ivey Business School, Western University, Canada
Although researchers have argued that injunctive norms are more impactful than descriptive norms at encouraging desired behaviours, we argue that descriptive norms can still be a valuable tool. In particular, we demonstrate that descriptive norms are particularly effective at changing behavioural intentions when targeting an uninvolved consumer segment.
[ to cite ]:
Jennifer Jeffrey, Dante M. Pirouz, and Jodie Whelan (2014) ,"Give ‘Em a Boost: Descriptive Norms Encourage Booster Seat Use With Low Involvement Parents", in NA - Advances in Consumer Research Volume 42, eds. June Cotte and Stacy Wood, Duluth, MN : Association for Consumer Research, Pages: 524-525.