박사 자격시험을 준비하면서 정리한 내용을 하나씩 풀고 있습니다. 유명한 마케팅 논문들을 업로드하고 있습니다. Marketing Strategy 중에서도 제 전공인 Consumer Behavior 들어갑니다! Social Influence에 해당되는 논문 "핵심 요약"입니다.
Q. 어떠한 문구로 호소해야 사람들이 호텔에서 수건을 재활용하게 만들 수 있을까요? 수건을 재활용 해주세요! NOPE 대부분의 손님들이 수건을 재활용 했습니다 (descriptive norm)! Not Bad 이 방을 거쳐간 대부분의 손님들이 수건을 재활용 했습니다 (Provincial Norms)! GREAT!
A. 즉 "상황적 유사성(Provincial Norms)"이 가장 강력한 영향을 미친다는 연구 입니다.
제가 학부때부터 너무 흥미있어하던 연구였습니다. 제가 소비자행동으로 진학하면 이런 비슷한 류의 연구를 해보고 싶었고요ㅎㅎ(나중에 교수나 연구자 되서 하려고요!)
Goldstein, Noah J., Robert B. Cialdini and Vladas Griskevicius (2008), “A Room with a Viewpoint: Using Social Norms to Motivate Environmental Conservation in Hotels,” Journal of Consumer Research, 35(3), 472-482.
Abstract
Traditional Appeal < Descriptive Norms < Normative Appealsthat most closely matched individuals’ immediate situational circumstances
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.
Takeaways
Key
Provincial Norms! — 상황적인 유사성이 더 큰 영향력을 끼친다 normative message에
The current research also examined an often-ignored aspect of social norms. Although the social identity literature and the literature on the effects of similarity have addressed the issues of “who” as they related to adherence to social norms, these literatures have by and large failed to address the issues of “where.” That is, these bodies of research have focused on how personal, rather than situational, commonalities among influence targets and reference groups affect social norm adherence.
Experiment 1. Compare the effects of two ways: Industry-standard versus Social norms
Hotel guests participated in the “towel reuse program” experiment without recognition. Two different messages were randomly assigned to the 190 hotel rooms. (1) The standard message focused on the importance of environmental protection. (2) The descriptive message focused on the participation behavior of the other guests.
Results:
The descriptive norm condition brought out significantly higher tower reuse rate than the standard condition. This result means the message that other guests participated in the tower reuse program has more influence on people.
Experiment 2. Test which social norm is most effective
The location and method of the experiment were the same as experiment 1, but five different towel reuse messages were used. (1) The standard message (2) The guest identity descriptive norm (3) The same room identity descriptive norm (4) The citizen identity descriptive norm (5) The gender identity descriptive norm
Results
All five groups showed different reuse rates significantly. Among them, the same room identity descriptive norm message showed the highest participation rate, and the standard message showed the lowest participation rate as the authors expected.
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QUAL
Social Norm
potentially powerful motivator of prosocial behavior: social norms.
Descriptive Norm
Def — how most people behave in a situation
Keypoints
Motivation
Descriptive normsmotivate both private and public actions by informing individuals of what is likely to be effective or adaptive behavior in that situation (Cialdini, Kallgren, and Reno 1991).
behavior of others in the social environment → individual's interpretations
A wide variety of research shows that the behavior of others in the social environment shapes individuals’ interpretations of, and responses to, the situation (Bearden and Etzel 1982),
especially in novel, ambiguous, or uncertain situations (Griskevicius et al. 2006; Hochbaum 1954; Park and Lessig 1977; Shapiro and Neuberg, forthcoming)
factors known to influence the extent
Several factors are known to influence the extent to which individuals will adhere to the descriptive norms of a given reference group
Perceived Similarity
the level of perceived similarity among others and a given individual (Burnkrant and Cousineau 1975; Moschis 1976).
Cf) Festinger’s (1954) social comparison theory,
people often evaluate themselves by comparing themselves to others—especially to others with whom they share similar personal characteristics.
people are indeed more likely to follow the behaviors of others with similar features
Social Identity
Def
an expansion of the self-concept involving a shift in the level of self-conception from the individual self to the collective self, frequently based on perceived membership in a social category (Hogg 2003; Reed 2004).
Relevant & important social identity → adherence to the descriptive norms - perceived importance of those others to one's self-concept and social identity - personal similarities btw a target individual and a group → adherence to the group social norms
perceived importance of those others to one's self-concept and social identity
A number of scholars have argued that one’s adherence to the descriptive norms of a group of people is primarily influenced by the perceived importance of those others to one’s self-concept and social identity (Bearden, Nettemeyer, and Teel 1989; Brinberg and Plimpton 1986; Kelman 1961; Terry, Hogg, and White 1999).
According to this perspective, when the relevant social identity is salient (Forehand and Deshpande´ 2001; Forehand, Deshpande´, and Reed 2002), individuals will adhere to the norms of that social identity to the extent that they consider the social identity to be personally important to them (Deshpande´, Hoyer, and Donthu 1986; Kleine, Kleine, and Kernan 1993; Reed 2004; Stayman and Deshpande´ 1989; Terry and Hogg 1996; Terry et al. 1999).
personal similarities btw a target individual and a group → adherence to the group social norms
That is, these literatures examine how personal similarities (e.g., in attitudes, gender, ethnicity, age, values) between a target individual and a group of people influence the target’s adherence to the group’s social norms.
e.g.
(e.g., “the majority of guests reuse their towels”)
A second message conveyed the descriptive norm,
informing guests that the majority of other guests do, in fact, participate in the program at least once during their stays.
Provincial 특징이 있으면 — 강력함
(e.g., “the majority of guests in this room reuse their towels”)
Provincial Norms!
Def
the norms of one’s local setting and circumstances
Keypoints
typically both logical and effective.
Previous Works
personal similarities ↑ what about situational similarities?
personal similarities (e.g., in attitudes, gender, ethnicity, age, values) between a target individual and a group of people influence the target’s adherence to the group’s social norms.
A에서의 norm이 B에서 적용 안될 수 있어요~ (e.g., fraternity party ≠ library)
For example, what may be effective and norm consistent behavior at one’s fraternity party is A에서의 norm이 B에서 적용 안될 수 있어요 fraternity party =/= library
certainly not going to be adaptive in other settings and situations, especially those with powerful and well-established norms, such as how to behave in a library during finals week (Aarts and Dijksterhuis 2003).
이논문 — Provincial Norms are more important!
Provincial Norms! — 상황적인 유사성이 더 큰 영향력을 끼친다 normative message에
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