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Of a car than the others, or that some toothpaste is more popular for its ability to whiten teeth than its functional counterpart, they are likely to choose the popular product over the other unpopular one. Therefore, a research on the applicability of social norms as an appeal for participating in environmental programs may introduce a new more effective means of appeal.In this case, a research involving two experiments was conducted to investigate whether using an appeal that conveys a descriptive norm for participation in a hotel conservation program would be more effective than the current industry appeal. Moreover, the research was aimed at understanding the factors that motivate customers to engage in actions that benefited the environment. The consumer research literature also focused on the factors that inclined individuals towards consumption rather than the conservation of the environment.The 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. The results of this experiment were consistent 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. The 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. This 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. The results confirmed the predictions as the same room identity descriptive norm resulted in a higher rate of towel reuse.The preceding summary has shown that social norms are individuals beliefs about behavior that is common and accepted in a specific situation. Basically, social norms are formed through social interaction have a powerful influence on behavior, are most powerful in novel situations. Further, social norms can be grouped as either inductive or descriptive. Consequently, social norms may be applied in influencing behavior that is popular but detrimental to the environment. For instance, social norms may be very influential in advocating against littering the environment and for conserving energy in individual households. In this line, a
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