Cited by 1,772Pro-Environmental Behavior and AttitudesPsychology of Social InfluenceBehavioral Health and Interventions

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Normative Social Influence is Underdetected

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Nolan, Jessica M., Schultz, P. Wesley, Cialdini, Robert B., Goldstein, Noah J., Griskevicius, Vladas·2008·Personality and Social Psychology Bulletin

DOI 10.1177/0146167208316691

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Abstract

The present research investigated the persuasive impact and detectability of normative social influence. The first study surveyed 810 Californians about energy conservation and found that descriptive normative beliefs were more predictive of behavior than were other relevant beliefs, even though respondents rated such norms as least important in their conservation decisions. Study 2, a field experiment, showed that normative social influence produced the greatest change in behavior compared to information highlighting other reasons to conserve, even though respondents rated the normative information as least motivating. Results show that normative messages can be a powerful lever of persuasion but that their influence is underdetected.

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Authors: Nolan, J. M., Schultz, P. W., Cialdini, R. B., Goldstein, N. J., & Griskevicius, V.
Affiliations: University of Arkansas at Fayetteville (US)
California State University, San Marcos (US)
Arizona State University (US)
University of Chicago (US)
University of Minnesota (US)
Corresponding author: Nolan, Jessica M.
ORCID: Nolan, Jessica M.
Schultz, P. Wesley
Cialdini, Robert B.
Goldstein, Noah J.
Venue: Personality and Social Psychology Bulletin
Publisher: SAGE Publications
Published: 2008-05-09
Volume: 34
Issue: 7
Pages: 913-923
ISSN: 0146-1672 (ISSN-L)
1552-7433
DOI: 10.1177/0146167208316691
OpenAlex: W2077676995
Cited by: 1,772
References: 57
Citations by year: 2026: 61 · 2025: 110 · 2024: 106 · 2023: 129 · 2022: 119 · 2021: 121 · 2020: 108 · 2019: 136 · 2018: 115 · 2017: 119 · 2016: 127 · 2015: 130 · 2014: 115 · 2013: 84 · 2012: 70
FWCI: 192.25
Type: journal article
Language: en
Open access: green
hdl.handle.net
Licence: journals.sagepub.com/page/policies/text-and-data-mining-license (tdm)
Locations: Personality and Social Psychology Bulletin (publishedVersion)
PubMed (publishedVersion)
John Spoor Broome Library Institutional Repository (California State University) (submittedVersion)
CSUN ScholarWorks (California State University, Northridge) (submittedVersion)
Funders: National Science Foundation
Topics: Physical Sciences › Environmental Science › Management, Monitoring, Policy and Law › Pro-Environmental Behavior and Attitudes
Social Sciences › Psychology › Social Psychology › Psychology of Social Influence
Social Sciences › Psychology › Applied Psychology › Behavioral Health and Interventions
Keywords: normative influence, descriptive norms, persuasiveness, energy conservation, normative beliefs, persuasion, behavior change
MeSH terms: Adult, Attention, California, Conservation of Natural Resources, Culture, Data Collection, Decision Making, Female, Humans, Health Knowledge, Attitudes, Practice, Male, Middle Aged, Motivation, Persuasive Communication, Social Conformity, Social Identification

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