Can Handwritten-Appearing Typefaces Boost the Effectiveness of Social Norms? – an Experimental Investigation on Sustainable Consumer Behavior
Descriptive normative information (DNI) about a majority’s sustainable behavior proved to be especially persuasive when others are present. As handwriting can evoke human presence perceptions, we tested experimentally whether DNI’s influence on sustainable behavior can be increased if presented in a handwritten-appearing (vs. machine-written) typeface under factual social absence.
Citation:
Vita Eva Maria Zimmermann-Janssen, Carina Sophia Hütte, and Julia Kluger (2020) ,"Can Handwritten-Appearing Typefaces Boost the Effectiveness of Social Norms? – an Experimental Investigation on Sustainable Consumer Behavior", in NA - Advances in Consumer Research Volume 48, eds. Jennifer Argo, Tina M. Lowrey, and Hope Jensen Schau, Duluth, MN : Association for Consumer Research, Pages: 1207-1207.
Authors
Vita Eva Maria Zimmermann-Janssen, Heinrich Heine University Düsseldorf, Germany
Carina Sophia Hütte, Heinrich Heine University Düsseldorf
Julia Kluger, Heinrich Heine University Düsseldorf
Volume
NA - Advances in Consumer Research Volume 48 | 2020
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