Consensus

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If others (especially similar others) are doing it, then we are more likely to do it ourselves.

We want to be in consensus with others. People are likely to follow the lead of multiple, comparable others.

Science

A Field Experiment about Household Energy Conservation: Random homes in San Diego had put a sign on their doors with 4 different reasons to safe Energy Consumption. The Messages on the different signs were as follows: 1 Do this to safe the environment, 2 Do this to be a socially responsible citizen, to benefit the society 3 Do this for your own economic self interest, to safe money 4 The majority of your neighbors are undertaking energy conserving actions. Which Reason led to significant reduce in Energy consumption? Only Sign which made a significant difference in the Energy consumption was the fourth one: what your neighbors are doing! Results of the Control Group showed: Simply urging people to do something was the same as doing nothing.

Key takeaways

References

Cialdini, R. B., & Martin, S. (2012). Science Of Persuasion. https://www.youtube.com/watch?v=cFdCzN7RYbw&t=447s&ab_channel=influenceatwork