Dynamic norms for dynamic times? An experiment on the effects of dynamic and static norms messages on COVID-19 vaccination intention

Abstract

Social norms messages may motivate COVID-19 preventive behaviors, such as getting vaccinated. To date, however, the research has mainly focused on the established concept of static norms and widely ignored the potential of dynamic norms. Dynamic norms convey information about how norms are developing over time and have been shown to promote change when the behavior is not yet the majority norm. The present study investigated the potential of dynamic norms in the context of the COVID-19 vaccination campaign. It examined (a) the effects Show more