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Norm-focused nudges influence pro-environmental choices and moderate post-choice emotional responses
In this paper, we use choice architecture techniques to activate both social and personal norms, seeking to increase pro-environmental choices and to better understand the effect of such norm types on post-choice emotional responses. In four experiments, we make different social or personal norms sa...
Autores principales: | , , |
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Formato: | Online Artículo Texto |
Lenguaje: | English |
Publicado: |
Public Library of Science
2021
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Materias: | |
Acceso en línea: | https://www.ncbi.nlm.nih.gov/pmc/articles/PMC7920343/ https://www.ncbi.nlm.nih.gov/pubmed/33647050 http://dx.doi.org/10.1371/journal.pone.0247519 |
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author | Trujillo, Carlos Andres Estrada-Mejia, Catalina Rosa, Jose A. |
author_facet | Trujillo, Carlos Andres Estrada-Mejia, Catalina Rosa, Jose A. |
author_sort | Trujillo, Carlos Andres |
collection | PubMed |
description | In this paper, we use choice architecture techniques to activate both social and personal norms, seeking to increase pro-environmental choices and to better understand the effect of such norm types on post-choice emotional responses. In four experiments, we make different social or personal norms salient by aligning choice environments with psychosocial mechanisms that activate different types of norms. We use different choice architecture techniques to change information, alter product sets, and generate the social consequences of choices. The target behavior, purchasing a recycled paper notebook, is captured through direct purchase behaviors or willingness to pay commitments. We find that choice architecture activates personal but not social norms, and that associated positive and negative emotions (guilt, shame, regret and pride) are elicited by choices but not by willingness to pay. Moreover, manipulating choice environment moderates the relationship between choice and norm-related emotions, such that positive emotional responses seem to be stronger than negative ones. The results suggest that choice architecture interventions can activate individual level beliefs about sustainability and help reduce the attitude-behavior gap. |
format | Online Article Text |
id | pubmed-7920343 |
institution | National Center for Biotechnology Information |
language | English |
publishDate | 2021 |
publisher | Public Library of Science |
record_format | MEDLINE/PubMed |
spelling | pubmed-79203432021-03-09 Norm-focused nudges influence pro-environmental choices and moderate post-choice emotional responses Trujillo, Carlos Andres Estrada-Mejia, Catalina Rosa, Jose A. PLoS One Research Article In this paper, we use choice architecture techniques to activate both social and personal norms, seeking to increase pro-environmental choices and to better understand the effect of such norm types on post-choice emotional responses. In four experiments, we make different social or personal norms salient by aligning choice environments with psychosocial mechanisms that activate different types of norms. We use different choice architecture techniques to change information, alter product sets, and generate the social consequences of choices. The target behavior, purchasing a recycled paper notebook, is captured through direct purchase behaviors or willingness to pay commitments. We find that choice architecture activates personal but not social norms, and that associated positive and negative emotions (guilt, shame, regret and pride) are elicited by choices but not by willingness to pay. Moreover, manipulating choice environment moderates the relationship between choice and norm-related emotions, such that positive emotional responses seem to be stronger than negative ones. The results suggest that choice architecture interventions can activate individual level beliefs about sustainability and help reduce the attitude-behavior gap. Public Library of Science 2021-03-01 /pmc/articles/PMC7920343/ /pubmed/33647050 http://dx.doi.org/10.1371/journal.pone.0247519 Text en © 2021 Trujillo et al http://creativecommons.org/licenses/by/4.0/ This is an open access article distributed under the terms of the Creative Commons Attribution License (http://creativecommons.org/licenses/by/4.0/) , which permits unrestricted use, distribution, and reproduction in any medium, provided the original author and source are credited. |
spellingShingle | Research Article Trujillo, Carlos Andres Estrada-Mejia, Catalina Rosa, Jose A. Norm-focused nudges influence pro-environmental choices and moderate post-choice emotional responses |
title | Norm-focused nudges influence pro-environmental choices and moderate post-choice emotional responses |
title_full | Norm-focused nudges influence pro-environmental choices and moderate post-choice emotional responses |
title_fullStr | Norm-focused nudges influence pro-environmental choices and moderate post-choice emotional responses |
title_full_unstemmed | Norm-focused nudges influence pro-environmental choices and moderate post-choice emotional responses |
title_short | Norm-focused nudges influence pro-environmental choices and moderate post-choice emotional responses |
title_sort | norm-focused nudges influence pro-environmental choices and moderate post-choice emotional responses |
topic | Research Article |
url | https://www.ncbi.nlm.nih.gov/pmc/articles/PMC7920343/ https://www.ncbi.nlm.nih.gov/pubmed/33647050 http://dx.doi.org/10.1371/journal.pone.0247519 |
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