Thank you for registering for the introductory community-based social marketing
workshop. Use this forum prior, during, and after the workshop to share information and
dialogue with participants, co-hosts, and myself.
Introductory Workshop Discussion Forum
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Good Morning. Looking forward to the workshop this week.
Q: Is the Hawthorne effect the same as the Experimenter Demand Effect?
A1: The Demand Effect is more about people trying to "please" the experimenter. A2: These are related concepts. Demand effects generally come about when the participant wants to behave according to how they believe the experimenter wants them to. Hawthorne effects are changes in behavior simply by being observed.
A1: The Demand Effect is more about people trying to "please" the experimenter. A2: These are related concepts. Demand effects generally come about when the participant wants to behave according to how they believe the experimenter wants them to. Hawthorne effects are changes in behavior simply by being observed.
Resources related to audience profiles and identity pertaining to climate (e.g., Six Americas): https://www.climatechangecommunication.org/resources/
See also: https://climatecommunication.yale.edu/
See also: https://climatecommunication.yale.edu/
Q: I am not advocating shame and guilt I just wonder how it plays into social norms.
A: this isn't covered in the workshop, but recent work on social norms indicates that social norms messages are more persuasive when they are framed in terms of deviating from the perceived norm rather than conforming to it. For example, it the perceived norm is that "most people wear a mask", then pointing out negative characteristics of those who do not wear a mask (people who don't wear masks are irresponsible) can be more influential than pointing out positive characteristics of people confirming to the norm (people who wear masks are responsible). Conversely, if the perceived norm is that "no one else is wearing a mask", then messages that highlight positive characteristics of people who deviate from that (people who wear masks are responsible) can be more effective.
A: this isn't covered in the workshop, but recent work on social norms indicates that social norms messages are more persuasive when they are framed in terms of deviating from the perceived norm rather than conforming to it. For example, it the perceived norm is that "most people wear a mask", then pointing out negative characteristics of those who do not wear a mask (people who don't wear masks are irresponsible) can be more influential than pointing out positive characteristics of people confirming to the norm (people who wear masks are responsible). Conversely, if the perceived norm is that "no one else is wearing a mask", then messages that highlight positive characteristics of people who deviate from that (people who wear masks are responsible) can be more effective.
Q: Can we get a list of the take home points?
A: The take home messages are not always presented in the same order during the workshop as they often emerge from the questions that are asked by participants. However, all of the take home messages are in the CBSM book. You'll see them in the margins with an icon of a house. Other important points are also in the margins with an icon of a hand with a string tied around a finger.
A: The take home messages are not always presented in the same order during the workshop as they often emerge from the questions that are asked by participants. However, all of the take home messages are in the CBSM book. You'll see them in the margins with an icon of a house. Other important points are also in the margins with an icon of a hand with a string tied around a finger.
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