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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...

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Detalles Bibliográficos
Autores principales: Trujillo, Carlos Andres, Estrada-Mejia, Catalina, Rosa, Jose A.
Formato: Online Artículo Texto
Lenguaje:English
Publicado: Public Library of Science 2021
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.
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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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