Using social norms in smart meters: the norm distance effect

Abstract

Normative feedback has shown to promote energy conservation, indicating that people are motivated to adjust their energy usage to others. Yet, the effect of social norms is conditional. Adding to past research, we proposed a norm distance effect, hypothesizing that the influential power of social norms increases as others' behavior comes closer to peoples' own behavior. In two experiments, we provided participants with normative information on energy usage through fictive smart phone applications. Results first conceptually replicated the norm alignment effect, showing that participants adjusted their energy usage intentions more when other peoples engaged in the approved rather than the disapproved behavior. In line with our norm distance hypothesis, both experiments found that people are more likely to adjust their behavior intentions to others as others' behaviors come closer to their own behavior. These experiments contribute to past research on normative influence through smart meters, suggesting that norm distance can refine normative feedback promoting energy conservation.

Referent group specificity: Optimizing normative feedback to increase residential recycling

“…Our results were not supportive of this hypothesis, suggesting that there was no difference in the amount of change for different referent group comparisons at different levels below the norm. This was inconsistent with research showing this hypothesized effect for water conservation and energy use intentions and their difference for very high consumers (Bergquist & Nilsson, 2018;Schultz, 2019). However, this is one of the first studies to test the differences in the specificity of the norm referent group so comparisons to previous literature should be interpreted with caution.…”

“…Further, the results showed support for the norm distancing effect-participants were more likely to adjust their intentions to others' when the discrepancy between their behavior and the behavior of others was small rather than large. These findings suggest that norm distancing is an important consideration in the design of normative feedback interventions aimed at conservation (Bergquist & Nilsson, 2018).…”

“…Prior research has shown a differential pattern of responses for individuals who are above or below the referent group norm in both energy and water conservation (Schultz, 2019;Schultz et al, 2008). Bergquist and Nilsson (2018) hypothesized a 'norm distancing effect', which suggests that people are more likely to adjust their behavior to conform to the norm if the discrepancy between the two is small. To test this hypothesis, participants were given normative information on energy use through a smartphone application.…”

The role of normative prompts and norm support cues in promoting light-switching behavior: A field study

“…As explained by goal-framing theory (Lindenberg & Steg, 2007), focusing on norms refers not only to norm type but also to normsupport cues; hence, the appearance of norm-violating behavior in a given situation may weaken conformity to other norms and rules (Keizer, Lindenberg, & Steg, 2008. Therefore, it is not surprising that a greater effect can be achieved from normative influence when descriptive and injunctive norms are aligned and congruent (Bergquist & Nilsson, 2018;Cialdini et al, 2006;Smith et al, 2012).…”

All by myself? Testing descriptive social norm-nudges to increase flood preparedness among homeowners

“…Had we found the same distributions of beliefs in the norm-transparent and norm-high treatments as in the control group, we would have inferred that respondents simply ignored our norm-nudge messages. Furthermore, we could have used the beliefs in the norm-transparent and norm-high treatments to test for the 'norm distance effect' (Bergquist & Nilsson, 2018) that suggests that the power of social norms (messages) is larger when behavior is closer to the (perceived) norm. A second limitation is that the cultural differences between Spain and the Netherlands are not extremely large (Pineda et al, 2015).…”