Designing more effective norm interventions: the role of valence

Kate Farrow, Gilles Grolleau () and Lisette Ibanez
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Kate Farrow: LAMETA - Laboratoire Montpelliérain d'Économie Théorique et Appliquée - UM1 - Université Montpellier 1 - UPVM - Université Paul-Valéry - Montpellier 3 - INRA - Institut National de la Recherche Agronomique - Montpellier SupAgro - Centre international d'études supérieures en sciences agronomiques - UM - Université de Montpellier - CNRS - Centre National de la Recherche Scientifique - Montpellier SupAgro - Institut national d’études supérieures agronomiques de Montpellier

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Abstract: Social norm interventions represent a low-cost and effective policy tool that havebeen shown to generate behaviour change in a number of contexts. We investigatewhether valence framing impacts the effectiveness of a social norm intervention onprosocial behaviour. We use Amazon Mechanical Turk in conjunction with oTreeto conduct an experiment in which we manipulate descriptive beliefs and originalendowments in the context of a dictator game. We find that the impact of a socialnorm intervention appears to be significantly greater in a frame of negative valencevs. a frame of positive valence. Loss aversion and positional preferences could playa role in these findings. Regression results furthermore indicate a differences in thedeterminants of allocation decisions across frames, suggesting that normative beliefsmatter more in a positive frame, whereas descriptive beliefs matter more in a negativeframe. This work contributes to a better understanding of framing effects as well asthe conditions under which normative considerations are most salient. On a practicallevel, it points to an opportunity for policymakers to substantially improve upon thedesign of social norm interventions

Keywords: social norms; framing; behavioral intervention; social information; human behaviour; norme sociale; information sociale; comportement humain (search for similar items in EconPapers)
Date: 2017-12-14
Note: View the original document on HAL open archive server: https://hal.science/hal-01680539v1
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Published in 11. Journées de Recherches en Sciences Sociales (JRSS), Société Française d'Economie Rurale (SFER). Paris, FRA.; Centre de Coopération Internationale en Recherche Agronomique pour le Développement (CIRAD). FRA.; Institut Supérieur d'Agriculture et d'Agroalimentaire Rhône-Alpes (ISARA Lyon). FRA.; Laboratoire d'Etudes Rurales (LER). FRA.; Institut National de la Recherche Agronomique (INRA). FRA., Dec 2017, Lyon, France. 35 p

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Related works:
Working Paper: Designing more effective norm interventions: the role of valence (2018)
Working Paper: Designing more effective norm interventions: the role of valence (2018)
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