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Of a car than the others, o that some toothpaste is more popular for its ability to whiten teeth than its functional counterpart, tey are likely to choose the popular product over the other unpopular one. Terefore, aresearch on the applicability of social norms as an appeal for participating in environmental programs may introduce a new more effective means of appeal. I this case, aresearch involving two experiments was conducted to investigate whether using an appeal that conveys a descriptive norm for participation in a hotel conservation program more effective than the current industry appeal.

Mreover, te research was aimed at understanding the factors that motivate customers to engage in actions that benefited the environment. Te consumer research literature also focused on the factors that inclined individuals towards consumption rather than the conservation of the environment. Te first experiment of this research aimed at examining whether using an appeal that conveyed a descriptive norm for participation in conservation programs was more effective in encouraging towel use as compared to the standard appeal. Te results of this experiment with the hypothesis.

A chi-square test revealed that the descriptive norm situation had a significantly higher towel reuse rate than the environment protection situation. Te second experiment examined how hotel guests conformity to a descriptive norm varied as a function of the type of the reference group tied to that norm. Tis experiment hypothesized that the appeal conveyed in the descriptive norm of that previous room’s occupants would result in higher towel reuse rates as compared than any other descriptive norm. Te results confirmed the predictions as the room descriptive norm resulted in a higher rate of towel reuse.

Te preceding summary has shown that social norms are individuals beliefs about behavior that is common and accepted in a specific situation. Bsically, scial norms are formed through social interaction have a powerful influence on behavior, ae most powerful in novel situations. Frther, scial norms can be grouped as either inductive or descriptive. Cnsequently, scial norms may be applied in influencing behavior that is popular but detrimental to the environment. For instance, scial norms may be very in advocating littering the environment and for conserving energy in individual households.

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