This article examines the role of social norms messages in promoting water conservation. A field experiment is reported in which residents were provided with personalized feedback about their water consumption, coupled with normative information about similar households in their neighborhood. Normative information was provided either through a webbased interface or through postal mail, and survey data were collected from residents prior to treatment. Results showed that residents who received normative information consumed less water than a randomized control group. Additional analyses showed that web-based distribution was less effective than postal mail. Finally, moderated regression analyses showed that residents with strong personal norms about reduced water consumption were less affected by the normative messages than were residents with low personal norms. Implications are discussed for both theory and practice.

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IntroductionHuman amniotic fluid (hAF) has been shown to reduce inflammation in multiple experimental models. hAF has previously been approved by the US Food and Drug Administration (FDA) as a human cellular and tissue product for tissue injury for human administration, and used safely in thousands of patients as a therapeutic treatment for diverse conditions. Given the profound inflammatory response observed in patients with COVID-19, and the successful completion of 10-patient pilot study of intravenous hAF, we present a trial design for a larger clinical trial of intravenous hAF for the treatment of COVID-19.Methods and analysisThis paper describes the methodology of a phase I/II randomised, double-blinded, placebo-controlled clinical trial to determine the safety and feasibility of using acellular sterile filtered amniotic fluid as a treatment for patients with COVID-19. Primary outcome will be the change in C-reactive protein. Secondary outcomes include safety, biomarker inflammatory levels and clinically relevant outcomes at 30 days, including mortality, ventilator-free days and hospital and intensive care unit length of stay. Exploratory outcomes of health-related quality-of-life patient-reported outcomes will be collected. Hospitalised patients with laboratory-confirmed COVID-19 will be recruited.Ethics and disseminationThis study was approved by the University of Utah Institutional Review Board (IRB_0013292), approved by the US FDA under Investigational New Drug (No 23369) and is registered on ClinicalTrials.gov. Results will be disseminated via peer-reviewed publications and conference presentations.Trial registration numberNCT04497389; Pre-results.