They approve but they don’t act: Promoting sustainable minority behavior with (conflicting) social norm appeals

Abstract

Background. Social norm appeals are effective in promoting sustainable majority behavior but could backfire when the target behavior is only performed by a minority of people. However, emphasizing that an increasing number of people have started engaging in the behavior or that the majority approve the behavior might prevent such negative effects. However, only a few studies have investigated the combination of descriptive minority and injunctive majority social norm appeals, with inconsistent results. Some studies of minority behavior suggest that the characteristics of recipients might determine the inconsistent results regarding the impact of minority social norm appeals and that social norm appeals could have a greater impact on individuals with weaker environment related dispositions.
Method. Two two-wave studies investigated how descriptive minority appeals, injunctive majority appeals, and their combination can be used to motivate sustainable minority behavior and what role environment related dispositions play in this context. In the first part, perceived social norms, environment related dispositions, behavioral intentions, and pre-attitudes were measured. Two weeks later, respondents participated in a 3 (descriptive social norm appeal: static vs. dynamic vs. absent) × 2 (injunctive majority social norm appeal: present vs. absent) between-subjects experiment and watched an explainer video on voluntary carbon offsets that included various social norm appeals.
Results. In both studies, we found that social norm appeals influenced perceived social norms. However, persuasive effects were only observed in the first study, and an injunctive majority appeal increased persuasive outcomes, but there were no differences between the descriptive conditions and no differences in their impact depending on individuals’ environment related dispositions in either study.
Discussion. A single exposure may be insufficient to exert persuasive effects and the change in perceived social norms may first need to be internalized. In online explainer videos, the effects of social norm appeals could be amplified by algorithm-based suggestions and when social norm appeals draw attention to norm-conforming content. However, further research is required on the long-term effects and their possible amplification via social media.