To Scale Behaviour Change: Target Early Adopters, then Leverage Social Proof & Social Pressure

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Julie Cook Kitchener April 14, 2021 11:09 PM
Hello everyone, In the midst of tackling climate change, a global pandemic, and other complex problems, behaviour change practitioners may be asking themselves how best to bring …
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Dynamic norms promote sustainable behaviour, even if it is counternormative.

Articles
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…
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Spillover of Environment-Friendly Consumer Behaviour

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Thogersen, J., & Ölander, F. (2003). Spillover of environment-friendly consumer behaviour. Journal of Environmental Psychology, 23(3), 225-236.
Investigated whether environmental-friendly behaviors spread to more and more areas of the consumption pattern in a virtuous circle and whether it is a necessary prerequisite for …
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Norms for Environmentally Responsible Behaviour: An Extended Taxonomy

Articles
Thogersen, J. (2006). Norms for environmentally responsible behaviour: An extended taxonomy. Journal of Environmental Psychology, 26(4), 247-261.
The concept of personal or moral norms is ambiguous with regard to its motivational content. An extension and a refinement of the norm taxonomy are therefore suggested, distinguis…

Direct Experience and the Strength of the Personal Norm-Behavior RelationshipThørgersen, J. (2002). Direct experience and the strength of the personal norm-behavior relationship. Psychology & Marketing, 19(10), 881-893. doi:10.1002/mar.10042.

Articles
Thørgersen, J. (2002). Direct experience and the strength of the personal norm-behavior relationship. Psychology & Marketing, 19(10), 881-893. doi:10.1002/mar.10042.
This study investigated whether the behavioral influence of personal norms with regard to repeated pro-social behavior depends on direct experience of this behavior. Based on prev…

The Dynamic Interaction of Personal Norms and Environment-Friendly Buying Behavior: A Panel Study

Articles
Thogersen, J., & Ölander, F. (2006). The Dynamic Interaction of Personal Norms and Environment-Friendly Buying Behavior: A Panel Study. Journal of Applied Social Psychology, 36(7), 1758-1780.
A deeper understanding of the attitude-norm-behavior relationship in the environmental field can be obtained by analyzing the dynamic interaction over time between relevant attitu…

Social Norms and Cooperation in Real-life Social Dilemmas

Articles
Thogersen, J. (2008). Social norms and cooperation in real-life social dilemmas. Journal of Economic Psychology, 29(4), 458-472.
The hypothesis, that injunctive and descriptive norms interact positively or synergistically to promote cooperation in social dilemmas, is tested in the context of a survey study …

The Motivational Roots of Norms for Environmentally Responsible Behavior

Articles
Thøgersen, J. (2009). The motivational roots of norms for environmentally responsible behavior. Basic and Applied Social Psychology, 31(4), 348-362. doi:10.1080/01973530903317144.
How internalized and integrated into the person's cognitive and goal structures are norms guiding environmentally desirable behavior? In two surveys (N=206 and N=200), subjective …

Promoting Sustainable Consumption: Determinants of Green Purchases by Swiss Consumers

Articles
Tanner, C., & Kast, S. (2003). Promoting Sustainable Consumption: Determinants of Green Purchases by Swiss Consumers. Psychology & Marketing, 20(10), 883-902. doi:10.1002/mar.10101.
Given that overconsumption in industrial countries is a main cause of environmental degradation, a shift toward more sustainable consumption patterns is required. This study attem…

Eating Clean and Green? Investigating Consumer Motivations Towards the Purchase of Organic Food

Articles
Smith, S., & Paladino, A. (2010). Eating clean and green? Investigating consumer motivations towards the purchase of organic food. Australasian Marketing Journal (AMJ), 18(2), 93-104. doi:10.1016/j.ausmj.2010.01.001.
Growing consumer concern for health and environment issues has resulted in increased attention towards the purchase and consumption of organic food. This has driven an increase in…

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