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



Share Proceeding

Featured papers

See More

Featured

Love is Blind: How Sensory Liking Impacts Perceptions of Unbranded Products

Jennifer L Stoner, University of North Dakota
Maria A Rodas, University of Minnesota, USA

Read More

Featured

Both Good from Afar…and Far from Good? Mental Representation Changes Consumer Preference for Products from a Brand with a Reputation for Innovativeness

Jeff Larson, Brigham Young University, USA
Kelly Goldsmith, Vanderbilt University, USA
BJ Allen, University of Arkansas, USA

Read More

Featured

Narrow Algorithmic Searches Perpetuate Bias

Eugina (Wai Lun) Leung, Erasmus University Rotterdam, The Netherlands
Oleg Urminsky, University of Chicago, USA

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.