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Norms and Energy Use: Transportation in Groningen

Norms and Energy Use: Transportation in Groningen. Social Norm Theory ( Cialdini, Kalgren & Reno, 1990 ). Injunctive norms: The behavior commonly (dis)approved. (Social) Sanction, Reward Descriptive norms: The behavior commonly displayed. Salience is important

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Norms and Energy Use: Transportation in Groningen

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  1. Norms and Energy Use: Transportation in Groningen

  2. Social Norm Theory (Cialdini, Kalgren & Reno, 1990) Injunctive norms: The behavior commonly (dis)approved. (Social) Sanction, Reward Descriptive norms: The behavior commonly displayed. Salience is important Aligned norms are stronger mm-dd-yy | 2

  3. Project 1 • Promoting Orderly Bike Parking in Groningen

  4. Kaartje binnenstad

  5. Previous Studies on Parking Problems • 44% Sees inappropriate parking as a problem • 67% Shopping • 64% Park < 30 minutes • 42% Not enough parking spaces

  6. Making the injunctive norm salient Prohibition sign: 37% Prescriptive sign: 60%

  7. Making the injunctive norm salient • How? • Please park your bicycle within the green area 

  8. PROPOSED FIELD EXPERIMENT • Method: • Pre and post intervention • Observational • Outcome measures: • % Bikers conforming to parking norm • % Bikers being socially sanctioned

  9. Project 2: Reducing cars driving to city

  10. Car Public Transit Negative Env Impact Bike Walk Behavior

  11. Segmented approach

  12. Social Norms • Theoretical gaps: • Behavior suggestions: 1 vs. 2 alternatives • Norm effectiveness: perception vs. actual

  13. Action Research • 4 conditions (all groups receive information + incentive) • Bike norm info • Public transport norm info • Bike + PT norm info • Control

  14. Action Research • Procedure • Telephone Survey • Mail packages • Outcome measures • Telephone follow up survey • Objective assessment

  15. The message (For people 5-10 km) • Many people believe that using sustainable transportation is the right thing to do. (injunctive) • 53% of people in your neighborhood use a bike or public transportation to go to work everyday. (descriptive) • Join us in making Groningen the most sustainable city in the Netherlands! • Please use a bike or public transportation when you go to work.

  16. Expected outcomes • Practical • Decrease car use in city for segmented area • Theoretical hypotheses • Experimental groups will reduce car use more than control • Perception of norm may interact with reported norm

  17. Project 3: The use of norms on testimonials

  18. Purpose of the study: increase preference for the tram

  19. “ Well, I think the tram is a good plan, as long as it will go past Euroborg” “I used the tram in Rio de Janeiro, Brussels, Amsterdam, and a couple of other city's. I really like it”

  20. Which message works best? • Injunctive: “The tram will be an appropriate means of transportation” • Descriptive: 60% of people traveling within Groningen will take the tram When both norms align tram preference will increase

  21. Which message works best… and for whom? • Target group: People working in Groningen and living outside of Groningen • Important: Identify with the individual providing the testimonial Vs. Identification with models will increase tram preference

  22. Thank you for your attention mm-dd-yy | 23 K.E.Keizer@rug.nl

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