Crafting Normative Messages to Protect the Environment

@article{Cialdini2003CraftingNM,
  title={Crafting Normative Messages to Protect the Environment},
  author={Robert B. Cialdini},
  journal={Current Directions in Psychological Science},
  year={2003},
  volume={12},
  pages={105 - 109}
}
  • R. Cialdini
  • Published 1 August 2003
  • Psychology
  • Current Directions in Psychological Science
It is widely recognized that communications that activate social norms can be effective in producing societally beneficial conduct. Not so well recognized are the circumstances under which normative information can backfire to produce the opposite of what a communicator intends. There is an understandable, but misguided, tendency to try to mobilize action against a problem by depicting it as regrettably frequent. Information campaigns emphasize that alcohol and drug use is intolerably high… 

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