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

Effects of Retail Food Sampling on Subsequent Purchases: Implications of Sampling Healthy versus Unhealthy Foods on Choices of Other Foods

Dipayan Biswas, University of South Florida, USA
Jeffrey Inman, University of Pittsburgh, USA
Johanna Held, University of Bayreuth

Read More

Featured

J14. You Reflect Me: Narcissistic Consumers Prefer Anthropomorphized Arrogant Brands

Norah Awad, Hongik University
Nara Youn, Hongik University

Read More

Featured

I3. Hormonal Effects on Materialism and the Moderating Role of Intrasexual Competition

Marcelo Vinhal Nepomuceno, HEC Montreal, Canada
Cristina Maria de Aguiar Pastore, Pontifical Catholic University of Paraná - PUCPR
Eric Stenstrom, Miami University, Ohio

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.