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Self-persuading nor...
Self-persuading norms: Adding a self-persuasion technique strengthens the influence of descriptive social norms
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- Bergquist, Magnus, 1983 (author)
- Gothenburg University,Göteborgs universitet,Psykologiska institutionen,CeCAR - Centrum för studier av kollektivt handlande,Department of Psychology,CECAR - Centre for Collective Action Research
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- Ejelöv, Emma, 1989 (author)
- Gothenburg University,Göteborgs universitet,CeCAR - Centrum för studier av kollektivt handlande,Psykologiska institutionen,CECAR - Centre for Collective Action Research,Department of Psychology
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(creator_code:org_t)
- 2022-03-02
- 2022
- English.
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In: Social Influence. - : Informa UK Limited. - 1553-4510 .- 1553-4529. ; 17:1
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Abstract
Subject headings
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- Social norms have been implemented to change a variety of behaviors. Yet, these studies show noticeable dispersion of effects. We suggest that such dispersion is partially due to people perceiving reasons for following a certain norm to be more or less appealing. In testing this proposition, we couple descriptive norms with a self-persuading technique (i.e. the self-persuading norm). We propose that the self-persuading norm operate in two steps: 1) self-persuasion leads to value-matched information, 2) value-matched information is more self-relevant, making the norm more influential. Across three experiments, we consistently found that self-persuading norms are more influential than simple descriptive norms and a control condition. The practical applications are straightforward: adding self-persuasive content seems to strengthen the descriptive norm.
Subject headings
- SAMHÄLLSVETENSKAP -- Psykologi (hsv//swe)
- SOCIAL SCIENCES -- Psychology (hsv//eng)
Keyword
- pro-health choice
- self-persuasion
- social influence
- Social norms
Publication and Content Type
- ref (subject category)
- art (subject category)
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