Promoting Energy-Efficient Behavior by Depicting Social Norms in a Recommender Interface

How can recommender interfaces help users to adopt new behaviors? In the behavioral change literature, social norms and other nudges are studied to understand how people can be convinced to take action (e.g., towel re-use is boosted when stating that “75% of hotel guests” do so), but most of these nudges are not personalized. In contrast, recommender systems know what to recommend in a personalized way, but not much human-computer interaction ( HCI ) research has considered how personalized advice should be presented to help users to change their current habits. We examine the value of depicting normative messages (e.g., “75% of users do X”), based on actual user data, in a personalized energy recommender interface called “Saving Aid.” In a study among 207 smart thermostat owners, we compared three different normative explanations (“Global.” “Similar,” and “Experienced” norm rates) to a non-social baseline (“kWh savings”). Although none of the norms increased the total number of chosen measures directly, we show that depicting high peer adoption rates alongside energy-saving measures increased the likelihood that they would be chosen from a list of recommendations. In addition, we show that depicting social norms positively affects a user’s evaluation of a recommender interface.

The effectiveness and efficiency of using normative messages to reduce waste: A real world experiment

Although they are only home to 16% of the global human population, high-income countries produce approximately one third of the world’s waste, the majority of which goes to landfills. To reduce pressure on landfills and natural systems, environmental messaging should focus on reducing consumption. Messages that signal social norms have the potential to influence people to reduce their consumption of comfort goods, such as straws, which are not a necessity for most people. We conducted a randomized field-experiment at a marine park in Portugal to test whether different normative messages reduced visitors’ paper straw use when compared to non-normative messages. We found that a message framed around a positive injunctive norm significantly reduced straw use compared to a non-normative message. We estimated that using the message at 17 park concession stands could keep over 27500 straws out of landfills annually and save the park money after two years.

What Influences People’s Tradeoff Decisions Between CO2 Emissions and Travel Time? An Experiment With Anchors and Normative Messages

One of the today’s greatest challenges is to adjust our behavior so that we can avoid a major climate disaster. To do so, we must make sacrifices for the sake of the environment. The study reported here investigates how anchors (extrinsic motivational-free information) and normative messages (extrinsic motivational information) influence people’s tradeoffs between travel time and carbon dioxide (CO2) emissions in the context of car travel and whether any interactions with environmental concern (an intrinsic motivational factor) can be observed. In this study, people received either a CO2, health or no normative message together with either a high anchor, a low anchor, or no anchor. People that received both a high anchor and a CO2 emission normative message were willing to travel for a longer time than those that only received a high anchor. If a low anchor was presented, no differences in willingness to travel for a longer time were found between the three different conditions of normative message groups, i.e., CO2 normative message, health normative message, or no normative message. People with higher concern for the environment were found to be willing to travel for a longer time than those with lower concern for the environment. Further, this effect was strongest when a high anchor was presented. These results suggest that anchors and normative messages are among the many factors that can influence people’s tradeoffs between CO2 emission and travel time, and that various factors may have to be combined to increase their influence over pro-environmental behavior and decisions.

Seeing Green and Becoming Green: Applying Normative Social Influence to Promote Pro-Environmental Behaviour Across Two New Zealand Contexts

<p>Intervention programmes aimed at promoting pro-environmental behaviours typically rely solely on information-only appeals. However, research has shown that information-based interventions do not often lead to behaviour change, instead presenting the use of social norms as a better catalyst for change (see, e.g., Cialdini, 2003; Schultz, 1998; Schultz & Kaiser, forthcoming). The current research adds to a growing body of literature that employs normative influence (information regarding the behaviour commonly conducted by others) to promote pro-environmental behaviour. Two experimental studies compared the effectiveness of normative information with information-only environmental messages. Study 1 used a survey questionnaire to measure participants’ self-reports of household energy efficiency and Study 2 used a field experiment to directly measure hotel guests’ towel reuse. Results indicated that individuals provided with social norm information engaged in more pro-environmental behaviour than those who were presented solely with environmental information. The findings also suggest that there is a need to distinguish between types of pro-environmental behaviour and the role of social reference groups when designing normative messages. The implications of these findings are discussed along with directions for future research.</p>

Seeing Green and Becoming Green: Applying Normative Social Influence to Promote Pro-Environmental Behaviour Across Two New Zealand Contexts

<p>Intervention programmes aimed at promoting pro-environmental behaviours typically rely solely on information-only appeals. However, research has shown that information-based interventions do not often lead to behaviour change, instead presenting the use of social norms as a better catalyst for change (see, e.g., Cialdini, 2003; Schultz, 1998; Schultz & Kaiser, forthcoming). The current research adds to a growing body of literature that employs normative influence (information regarding the behaviour commonly conducted by others) to promote pro-environmental behaviour. Two experimental studies compared the effectiveness of normative information with information-only environmental messages. Study 1 used a survey questionnaire to measure participants’ self-reports of household energy efficiency and Study 2 used a field experiment to directly measure hotel guests’ towel reuse. Results indicated that individuals provided with social norm information engaged in more pro-environmental behaviour than those who were presented solely with environmental information. The findings also suggest that there is a need to distinguish between types of pro-environmental behaviour and the role of social reference groups when designing normative messages. The implications of these findings are discussed along with directions for future research.</p>

Achievable or Ambitious?

Government 3.0 emerged as a new paradigm of the government workings in Korea. The previous administration's (2013–2017) strong pledge for public sector reform through the Government 3.0 initiative envisions a transparent, competent, and service-oriented government. The paper, with comparison of the Government 3.0 initiative with Government 2.0 as a precedent paradigm and national initiatives of other countries, discusses what kind of challenges the initiative faces and how the government could overcome the challenges. Government 3.0 seems like a policy package of diverse programs. Novel is how the policy package is labeled rather than what the substance is. The initiative delivers normative messages to public employees. Prioritizing quantitative transparency may cause such a side effect as extra tasks of public employees and failure in guaranteeing information security and accuracy. Since a policy package differs and varies with the administration and political parties, what the initiative sheds light on may not last long after the presidential term.

With a little help from my peers: Depicting social norms in a recommender interface to promote energy conservation

How can recommender interfaces help users to adopt new behaviors? In the behavioral change literature, nudges and norms are studied to understand how to convince people to take action (e.g. towel re-use is boosted when stating that ‘75% of hotel guests’ do so), but what is advised is typically not personalized. Most recommender systems know what to recommend in a personalized way, but not much research has considered how to present such advice to help users to change their current habits. We examine the value of presenting normative messages (e.g. ‘75% of users do X’) based on actual user data in a personalized energy recommender interface called ‘Saving Aid’. In a study among 207 smart thermostat owners, we compared three different normative explanations (‘Global’, ‘Similar’, and ‘Expert’ norm rates) to a non-social baseline (‘kWh savings’). Although none of the norms increased the total number of chosen measures directly, we show evidence that the effect of norms seems to be mediated by the perceived feasibility of the measures. Moreover, how norms were presented (i.e. specific source, adoption rate) affected what measures were chosen within our Saving Aid interface.

Sitting through life? Psychosocial Antecedents of Sedentary Behaviour in a Post-Secondary Setting

Currently, there is a paucity of research on the psychosocial antecedents of sedentary behaviour (SB) in a post-secondary setting. Theory of Planned Behaviour (TPB) constructs may influence sedentary behaviour amongst students. Further, normative messages may be one tool for altering perceptions of sedentary behaviour. However, the effect of descriptive norm messages on sedentary behaviour is currently unknown. The primary purpose of this study is to examine students’ perceptions of sedentary behaviour; the secondary purpose is to investigate whether the receipt of a normative message is an efficacious tool for reducing students’ sedentary behaviour. Post-secondary students will complete an online questionnaire and will randomly receive an injunctive norm, descriptive norm, or control sedentary behaviour message. The questionnaire will measure demographics, TPB constructs, and self-reported SB. One week later, they will complete the same questionnaire. Multiple regression and ANOVAs will be used to address the two study purposes, respectively. Results may inform future interventions aimed at decreasing students’ sedentary behaviour levels.

Increasing Vaccination: Putting Psychological Science Into Action

Vaccination is one of the great achievements of the 20th century, yet persistent public-health problems include inadequate, delayed, and unstable vaccination uptake. Psychology offers three general propositions for understanding and intervening to increase uptake where vaccines are available and affordable. The first proposition is that thoughts and feelings can motivate getting vaccinated. Hundreds of studies have shown that risk beliefs and anticipated regret about infectious disease correlate reliably with getting vaccinated; low confidence in vaccine effectiveness and concern about safety correlate reliably with not getting vaccinated. We were surprised to find that few randomized trials have successfully changed what people think and feel about vaccines, and those few that succeeded were minimally effective in increasing uptake. The second proposition is that social processes can motivate getting vaccinated. Substantial research has shown that social norms are associated with vaccination, but few interventions examined whether normative messages increase vaccination uptake. Many experimental studies have relied on hypothetical scenarios to demonstrate that altruism and free riding (i.e., taking advantage of the protection provided by others) can affect intended behavior, but few randomized trials have tested strategies to change social processes to increase vaccination uptake. The third proposition is that interventions can facilitate vaccination directly by leveraging, but not trying to change, what people think and feel. These interventions are by far the most plentiful and effective in the literature. To increase vaccine uptake, these interventions build on existing favorable intentions by facilitating action (through reminders, prompts, and primes) and reducing barriers (through logistics and healthy defaults); these interventions also shape behavior (through incentives, sanctions, and requirements). Although identification of principles for changing thoughts and feelings to motivate vaccination is a work in progress, psychological principles can now inform the design of systems and policies to directly facilitate action.