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Using Injunctive and Descriptive Norm Cues to Promote Energy Saving /
Making Energy Saving Normal: An Energy-Saving Intervention Based on the Focus Theory of Normative Conduct
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Description: This thesis is an exploration of a norm-based energy-saving intervention for possible implementation at Reed College. According to the Focus Theory of Normative Conduct, there are two distinct types of social norms that influence behavior: information about what ought to be done and information about what others typically do. In addition, these norms only impact behavior to the extent that each is salient. Previous research has shown that making both of these kinds of normative information salient can encourage pro-environmental behavior, but few studies have attempted to use them in conjunction in order to create maximal behavior change. The present study tested the effectiveness of simple injunctive and descriptive norm salience manipulations at getting people to turn a bathroom light off after washing their hands. The descriptive norm manipulation – whether the light was on or off initially – influenced participants’ energy-saving behavior, but the injunctive norm manipulation – a posted sign – did not. Secondary variables of theoretical interest such as self-monitoring, and individuals’ beliefs, attitudes, and behavioral habits were assessed, but results were inconclusive. Based on the present study, it seems that getting others to turn the bathroom light off when they leave is simply a matter turning them off before they arrive.