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A Room with a Viewpoint: Using Social Norms to Motivate Environmental Conservation in Hotels
Abstract
Two field experiments examined the effectiveness of signs requesting hotel guests' participation in an environmental conservation program. Appeals employing descriptive norms (e.g., “the majority of guests reuse their towels”) proved superior to a traditional appeal widely used by hotels that focused solely on environmental protection. Moreover, normative appeals were most effective when describing group behavior that occurred in the setting that most closely matched individuals' immediate situational circumstances (e.g., “the majority of guests in this room reuse their towels”), which we refer to as provincial norms. Theoretical and practical implications for managing proenvironmental efforts are discussed.
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“Goldstein et al. (2008) have also tested whether norms that came from different identities had differing effects on towel reuse. They found that it was the norms that relate to the most relevant and proximal identity—past guests of the participants’ current hotel room – that had the most influence on towel reuse.”
From A Social Identity Analysis of Climate Change and Environmental Attitudes and Behaviors: Insights and Opportunities (2016) · cites this paper as Goldstein et al. (2008)
In the citing paper
“The independent and interactive effects of these norms has been demonstrated in the environmental domain including in relation to littering (Cialdini et al., 1990), towel reuse in hotels (Goldstein et al., 2008), energy conservation behavior (Nolan et al., 2008; Dwyer et al., 2015), recycling behavior (Fornara et al., 2011; Long et al., 2014; Schwab et al., 2014), eco-friendly consumer behavior (K”
From A Social Identity Analysis of Climate Change and Environmental Attitudes and Behaviors: Insights and Opportunities (2016) · cites this paper as Goldstein et al., 2008
In the citing paper
“Notice that many of the experiments just mentioned were field studies, that is, they were conducted in naturalistic contexts ensuring high ecological validity (see Schultz et al. [2007]; Goldstein et al. [2008]; Gerber and Rogers [2009]; Hallsworth et al. [2017]; Sparkman and Walton [2017]).”
From Science Communication and the Problematic Impact of Descriptive Norms (2023) · cites this paper as Goldstein et al. [2008]
In the citing paper
“In another study, hotel guests informed that most people reuse their hotel towels were subsequently significantly more likely to do so than guests given environmental reasons for that action (Goldstein et al. [2008]).”
From Science Communication and the Problematic Impact of Descriptive Norms (2023) · cites this paper as Goldstein et al. [2008]
In the citing paper
“many of the experiments on descriptive norms discussed earlier can in fact be viewed as involving actual instances of PST on their own: they involve public (descriptive-norms conveying) claims by scientific or otherwise authoritative sources about negative features”
From Science Communication and the Problematic Impact of Descriptive Norms (2023) · cites this paper as Goldstein et al. [2008]
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“The focus theory of normative conduct [18] has been applied to such behaviors as littering [18], towel reuse in hotels [19], recycling [20], and household energy usage [21] with positive results.”
BackgroundGennetian, L. A., Darling, M., & Aber, J. L. (2017) · Journal of Applied Research on Children Informing Policy for Children at Risk · doi:10.58464/2155-5834.1298 · Cited by 44
Testa, F., Russo, M. V., Cornwell, T. B., McDonald, A., & Reich, B. J. (2018) · Journal of Public Policy & Marketing · doi:10.1509/jppm.16.215 · Cited by 44
“This proximity effect is found by Goldstein et al. (2008), who find that even descriptive social norms were more powerful when based on proximity.”
BackgroundBehavioral Economics Interventions in Clinical Decision Support Systems
Cho, I., & Bates, D. W. (2018) · Yearbook of Medical Informatics · doi:10.1055/s-0038-1641221 · Cited by 46
“Psychology studies [46] have found that descriptive norms influence individuals more when the setting in which those norms are formed is comparable to the present setting.”
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Narayanan, A., Mathur, A., Chetty, M., & Kshirsagar, M. (2020) · Communications of the ACM · doi:10.1145/3397884 · Cited by 45
“16 With the benefit of hindsight, neither the proponents nor the critics of nudging anticipated how readily and vigorously businesses would adopt these techniques in adversarial rather than paternalistic ways.”
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Gould, E. D., & Kaplan, T. R. (2010) · Labour Economics · doi:10.1016/j.labeco.2010.10.004 · Cited by 44
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“Rather, their intentions to behave differently were affected by comparisons between themselves and an important reference group, suggesting that the desire to fit in with their group played a role in spurring environmental action (Cialdini, 2003; Cialdini et al., 1990; Goldstein et al., 2008).”
BackgroundInfluentialAlbrecht, A. K., Walsh, G., Brach, S., Gremler, D. D., & van Herpen, E. (2016) · Journal of the Academy of Marketing Science · doi:10.1007/s11747-016-0505-6 · Cited by 44
“The influence of descriptive norms is strongest in (somewhat) ambiguous situations (Goldstein et al. 2008; T ab le 1 L ite ra tu re st ud yi ng th e ef fe ct of de sc ri pt iv e no rm s on cu st om er be ha vi or in a se rv ic e en vi ro nm en t A ut ho rs Sa m pl e /S tu dy de si gn R es ea rc h…”
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“individuals’ decisions to think and/or behave in particular ways, not least in the domain of energy consumption (Goldstein et al., 2008; Schultz et al., 2007).”
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Wong‐Parodi, G., Krishnamurti, T., Gluck, J., & Agarwal, Y. (2019) · Energy Policy · doi:10.1016/j.enpol.2019.03.028 · Cited by 42
Leoniak, K. J., & Cwalina, W. (2019) · Journal of Environmental Psychology · doi:10.1016/j.jenvp.2019.04.014 · Cited by 62
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“For example, Goldstein, Cialdini, and Griskevicius (2008) demonstrated that descriptive norm messages (44.5”
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“The influence of norms is stronger when the norms are associated with self-relevant groups (e.g., Goldstein et al., 2008).”
BackgroundOutpacing Others: When Consumers Value Products Based on Relative Usage Frequency
Hamilton, R. W., Ratner, R. K., & Thompson, D. V. (2010) · Journal of Consumer Research · doi:10.1086/656668 · Cited by 43
Law, Moral Attitudes, and Behavioral Change
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BackgroundResultInfluentialLiu, J., Smeesters, D., & Vohs, K. D. (2012) · Journal of Consumer Research · doi:10.1086/661553 · Cited by 40
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“Finally, they can impact others unconsciously: consumers are inclined to conform to the perceived norm (Goldstein et al., 2008), and mimic Frontiers in Psychology | www.frontiersin.org 1 January 2018 | Volume 8 | Article 2362 others’ choices (Griskevicius et al., 2012).”
BackgroundHan, T. (2018) · Sustainability · doi:10.3390/su10062025 · Cited by 40
“When studying proenvironmental or green behaviors, the independent influence of injunctive and descriptive norms has been continuously supported including the examination of littering [19], energy conservation [22,23], purchase of organic and fair-trade apparel [24], participation in a hotel’s environmental conservati…”
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Metadata
- Authors
- Goldstein, N. J., Cialdini, R. B., & Griskevicius, V.
- Affiliations
- University of Chicago (US)
- Arizona State University (US)
- University of Minnesota (US)
- Venue
- Journal of Consumer Research
- Publisher
- Oxford University Press (OUP)
- Published
- 2008-03-03
- Volume
- 35
- Issue
- 3
- Pages
- 472-482
- ISSN
- 0093-5301 (ISSN-L)
- 1537-5277
- OpenAlex
- W2130950828
- Cited by
- 3,409
- References
- 46
- Citations by year
- 2026: 216 · 2025: 270 · 2024: 241 · 2023: 242 · 2022: 208 · 2021: 244 · 2020: 268 · 2019: 228 · 2018: 232 · 2017: 238 · 2016: 188 · 2015: 188 · 2014: 169 · 2013: 131 · 2012: 152
- FWCI
- 198.60
- Type
- journal article
- Language
- en
- Open access
- closed
- Locations
- Journal of Consumer Research (publishedVersion)
- Topics
- Physical Sciences › Environmental Science › Management, Monitoring, Policy and Law › Pro-Environmental Behavior and Attitudes
- Social Sciences › Business, Management and Accounting › Marketing › Environmental Sustainability in Business
- Social Sciences › Psychology › Social Psychology › Psychology of Social Influence
- Keywords
- social norms, descriptive norms, normative appeals, environmental protection, hotels, pro-environmental behavior, situational cues, field experiments
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