Normative appeals motivate people to contribute to collective action problems more when they invite people to work together toward a common goal

Published in: Journal of personality and social psychology — August 2021

Written by 

Lauren C. Howe, Priyanka B. Carr and Gregory M. Walton

Summary 

What we found: Through six experiments, we discovered that normative appeals framed as invitations to work together towards a common goal — so called “working-together normative appeals” — were more effective in promoting behavior change, such as increased charitable giving, reduced paper-towel use, and greater interest in reducing personal carbon emissions. Normative-information appeals, which included the same normative information but no reference to working together, did not affect interest or behavior.

Why it matters: By framing normative appeals as invitations to work together towards a common goal, desired behavior can be driven more effectively. Using such appeals, which invite people to “join in” and “do it together,” not only generates heightened interest but also translates into tangible behavioral outcomes across diverse contexts.

What next: Organizations can leverage these findings in various practical settings, such as fundraising campaigns, environmental initiatives, and community projects, enabling them to effectively engage individuals and drive desired behaviors.