Original Quelle
The Descriptive Social Norm
People are likely to follow the lead of multiple, comparable others
People follow the lead of
- many others
- similar others
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- Merely marking the most popular menu items:
- entirely unexspensive
- entirely unpressured
- entirely honest
= produced a sales increase of 13-20% per item (without a single cost)
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Conclusion
- Program designers can focus too often on economic or regulatory factors. when seeking to motivate citizens toward environmental goals