Dynamic norms promote sustainable behaviour, even if it is counternormative.

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Sparkman, G., & Walton, G.M., (2017). Dynamic norms promote sustainable behaviour, even if it is counternormative. Psychological Science, 28(11), 1663-1674.

It is well known that people conform to normative information about other people’s current attitudes and behaviors. Do they also conform to dynamic norms—information about how oth…