Social Norms marketing sucessful or not in changing behaviour
Attempts to use social norms marketing to change behaviour have had mixed success. Drawing on empirical research and psychological theory discuss when and how social norms marketing has been successful (or not) in changing behaviour.
"A norm is like any other psychological phenomena, a construct that has widerspread use age because it helps describe and explain human behaviour" Cialdini & Trost (1998: 151).
'Social norms are rules and standards that are understood by members of a group, they identity belief systems about our perceptions of how or not to behave. They are used to guide behaviour without the force of laws' Prislin & Wood (2008). Social norms help us to apprehend uneasiness. They attribute to our judge ment of how the people around us or our peers behave. Research in social psychology perceptions of how social norms can strongly influence how we behave as individuals
Foryth (1993) points out that a norm often becomes salient only after it has been violated, and people who fail to comply with situationally - relevant norms without an explanation are generally subjected to negative evaluation, raging from pressure to change, through hostility to punishment, (Shachters 1951). As a society we tend to conform to changing ones behaviour due to the real or imagined influence of others" (Kierster & Kiester (1969)
There are two types of norms, Descriptive and injunctive. Descriptive norms are sometimes labeled as "is" norms. They will tend to tell us how other individuals in similar situations to ourselves behave. For example, if it is raining individuals are likely to wear a jacket or coat. Descriptive norms can be described as your typical/normal behaviour. While, injunctive norms, sometimes referred to as "ought", define what behavior should be implemented. For example, when somebody holds the door open for you it is polite to say thankyou.
Social norms are used to develop various interventions in order to change a behaviour of a peer
"A norm is like any other psychological phenomena, a construct that has widerspread use age because it helps describe and explain human behaviour" Cialdini & Trost (1998: 151).
'Social norms are rules and standards that are understood by members of a group, they identity belief systems about our perceptions of how or not to behave. They are used to guide behaviour without the force of laws' Prislin & Wood (2008). Social norms help us to apprehend uneasiness. They attribute to our judge ment of how the people around us or our peers behave. Research in social psychology perceptions of how social norms can strongly influence how we behave as individuals
Foryth (1993) points out that a norm often becomes salient only after it has been violated, and people who fail to comply with situationally - relevant norms without an explanation are generally subjected to negative evaluation, raging from pressure to change, through hostility to punishment, (Shachters 1951). As a society we tend to conform to changing ones behaviour due to the real or imagined influence of others" (Kierster & Kiester (1969)
There are two types of norms, Descriptive and injunctive. Descriptive norms are sometimes labeled as "is" norms. They will tend to tell us how other individuals in similar situations to ourselves behave. For example, if it is raining individuals are likely to wear a jacket or coat. Descriptive norms can be described as your typical/normal behaviour. While, injunctive norms, sometimes referred to as "ought", define what behavior should be implemented. For example, when somebody holds the door open for you it is polite to say thankyou.
Social norms are used to develop various interventions in order to change a behaviour of a peer