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Two studies tested littering norm activation by trash can design. The first was a scenario study using a 4 (norm type: social injunctive vs. social descriptive vs. personal vs. control) × 2 (activation type: explicit vs. implicit activation) between-group design, with judgments of a litterer as the dependent variable. Explicit norm activation was more effective than implicit activation. A field study subsequently tested the effect of personal norm activation on actual littering behavior, following a 2 (explicit activation: no vs. yes) × 2 (Implicit activation: no vs. yes) between-group design. Here, both explicit activation through a verbal prompt and implicit activation through design had significant effects, reducing the amount of litter by 50%. A post hoc survey revealed significant effects of age and gender on the personal norm against littering. These findings helped explain the absence of norm activation effects in the youngest age group as found in the field study.

Results of recent experiments suggest that interactive control panels of individual appliances can be used to stimulate energy saving behavior by offering the means for consumers to set a goal and receive immediate energy use feedback. The underlying source of the behavioral response, however, remains unclear. The present study compares the effects of a footin-the-door intervention, designed to activate a general conservation goal, and a specific task-related goal-setting procedure on the basis of feedback intervention theory (FIT). FIT predicts that any intervention that results in activating a goal at any other hierarchical level of specificity than that needed to perform a task in an energy-saving way will distract attention from the conservation action and attenuate performance. Results lend support to this interpretation. The roles of attention, goal parameters, and goal prioritization are discussed in terms of the present and future research.

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