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酒店重新探索:互惠和社会规范呼吁的经验和影响

Malin Ekelund¹, Magnus Bergquist¹

¹Department of Psychology, University of Gothenburg, Gothenburg, Sweden.

|December 7, 2023

概括

互惠呼吁可以鼓励亲环保行为. 实验2发现间接的异形互惠呼吁减少了肉类消费的意图,这表明了对环境行动的精细互惠规范.

科学领域:

环境心理学环境心理学
行为经济学是一种行为经济学.
社会心理学社会心理学

背景情况:

互惠和社会规范的呼吁被用来影响行为.
了解遵守这些呼吁背后的心理机制对于有效的环境干预至关重要.

研究的目的:

测试互惠和社会规范呼吁在促进亲环保行为的有效性.
检查心理过程 (例如,反应,动机,怀疑) 背后的遵守这些上诉.
为了完善对环境背景的互惠规范的概念化.

主要方法:

两个预先注册的,高功率的实验 (N = 2004和n = 2540) 在旅游环境中进行.
实验1集中在酒店的毛巾重复使用,评估心理反应,强制性动机,亲社会动机,怀疑和行为意图.
实验2侧重于肉类消费,比较不同的互惠诉求 (间接的同型和异型) 与标准的诉求,并测量相关的心理因素和行为意图.

主要成果:

在实验1中,参与者对间接的同源性互惠 (酒店资源保护) 的心理反应较低,但对毛巾重复使用的动机或行为意图没有显著影响,可能是由于基线意图较高.
在实验2中,互惠呼吁 (与标准呼吁相比) 增加了义务和亲社会动机,但没有显著影响反应或怀疑.
与标准的吸引力相比,间接的异形互惠 (酒店对环境组织的财政贡献) 导致肉类消费意向减少.

结论:

这些发现表明,在概念上提炼互惠的规范,特别是通过间接的异形吸引力,可以鼓励支持环境的行为,如减少肉类消费.
诸如动机和反应等心理过程在遵守环境呼吁方面发挥着作用.
基线意图可能会减轻某些环境呼吁的有效性,强调需要特定环境策略.

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