Description
If many people currently engage in a behavior, others are likely to follow suit. The
current article extends research on these descriptive norms
to examine the unique effect of trending norms: norms in
which the number of people engaging in a behavior is increasing—and even if this is only
among a minority of people: trending minority norms. The
current research shows people conform more to these trending minority norms than a
minority norm alone, or a no norm control condition—even though the norms addressed
behaviors that differed from the target behavior. This demonstrates a distinct effect of
trends and a strategy for leveraging normative information to increase conformity to
behaviors not yet performed by a majority. Findings support that this increased conformity
emerges because people predict the increase in prevalence will continue. An internal
meta-analysis examining all data we collected on this topic supports these
conclusions.
current article extends research on these descriptive norms
to examine the unique effect of trending norms: norms in
which the number of people engaging in a behavior is increasing—and even if this is only
among a minority of people: trending minority norms. The
current research shows people conform more to these trending minority norms than a
minority norm alone, or a no norm control condition—even though the norms addressed
behaviors that differed from the target behavior. This demonstrates a distinct effect of
trends and a strategy for leveraging normative information to increase conformity to
behaviors not yet performed by a majority. Findings support that this increased conformity
emerges because people predict the increase in prevalence will continue. An internal
meta-analysis examining all data we collected on this topic supports these
conclusions.
| Date made available | Mar 1 2019 |
|---|---|
| Publisher | figshare SAGE Publications |