Theory of Normative Conduct : Recycling the Concept of Norms to Reduce Littering in Public Places

@inproceedings{Cialdini2004TheoryON,
  title={Theory of Normative Conduct : Recycling the Concept of Norms to Reduce Littering in Public Places},
  author={Robert B. Cialdini and Raymond R. Reno and Carl A. Kallgren},
  year={2004}
}
Past research has generated mixed support among social scientists for the utility of social norms in accounting for human behavior. We argue that norms do have a substantial impact on human action; however, the impact can only be properly recognized when researchers (a) separate 2 types of norms that at times act antagonistically in a situation—injunctive norms (what most others approve or disapprove) and descriptive norms (what most others do)—and (b) focus Ss' attention principally on the… CONTINUE READING
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