The Science of Social Influence by Pratkanis Anthony R

Author:Pratkanis, Anthony R. [Anthony R. Pratkanis]
Language: eng
Format: epub
ISBN: 978-1-136-73703-9
Publisher: Taylor & Francis

In a field test, this PSA and two others like it were played on local TV and radio stations of four Arizona communities. The results revealed a 25.35% net advantage in recycling tonnage over a pair of control communities not exposed to the PSAs.

To return to our earlier example, these findings suggest that it would be effective to inform Sneezy that most people both cover their faces when sneezing and disapprove of those who do not engage in that behavior. It is worth noting that this strategy is not inconsistent with either the DRT or social identity/self-categorization perspectives. In particular, as suggested by DRT, attributing negative characteristics to those who do not engage in the healthy, normative behavior closely mirrors the communication of the injunctive norm in this example. However, focus theory does gain traction over these other perspectives in predicting exactly when descriptive and/or injunctive norms will be adhered to: when they are in focus.

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