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This study aims to determine the most effective procedure to bring individuals to adopt pro‐environmental behaviors, specifically to make energy savings for several weeks. A link was established between two fields of research traditionally separated in social psychology literature: free will compliance and social representations theories. An experiment was carried out to test the effectiveness of several simple and double foot‐in‐the‐door procedures, activating central or peripheral cognitions of the social representation of energy savings. Basically, the results indicate that the most effective procedure is the double foot‐in‐the‐door, which activates central cognitions. Twice as many participants accepted the target request and three times as many actually performed the expected behavior with this procedure.

This research uses the counter-attitudinal essay paradigm ( Janis & King, 1954 ) to test the effects of social actions on social representations. Thus, students wrote either a pro- or a counter-attitudinal essay on Higher Education. Three forms of counter-attitudinal essays were manipulated countering respectively a) students’ attitudes towards higher education; b) peripheral beliefs or c) central beliefs associated with this representation object. After writing the essay, students expressed their attitudes towards higher education and evaluated different beliefs associated with it. The structural status of these beliefs was also assessed by a “calling into question” test ( Flament, 1994a ). Results show that behavior challenging either an attitude or peripheral beliefs induces a rationalization process, giving rise to minor modifications of the representational field. These modifications are only on the social evaluative dimension of the social representation. On the other hand, when the behavior challenges central beliefs, the same rationalization process induces a cognitive restructuring of the representational field, i.e., a structural change in the representation. These results and their implications for the experimental study of representational dynamics are discussed with regard to the two-dimensional model of social representations ( Moliner, 1994 ) and rationalization theory ( Beauvois & Joule, 1996 ).

Compliance-without-pressure techniques have been widely studied in North America and West Europe. Among these techniques, the "but you are free" (BYAF) is a verbal compliance procedure that solicits someone to comply with a request by simply telling a person that he or she is free to accept or refuse the request. This technique is interpreted with the commitment theory and the psychological reactance theory which are more relevant in individualistic cultures than in collectivist cultures. So, four studies