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- W202215188 abstract "In the environmental domain, there appears to be a discrepancy between what people approve of (injunctive norm) and what people actually do (descriptive norm). Research suggests, that although the majority of people approve of energy conservation, the majority of people are not engaging in energy conservation behaviours (Fielding, forthcoming; Petchey, 2010; Sandu & Petchey, 2009). Although research has examined the impact of injunctive and descriptive normative messages on behaviour, minimal research has examined peoples’ responses to a conflicting normative message. The one study which has examined this, found that in some cases conflicting normative messages can motivate behaviour, while at other times, can demotivate behaviour (Smith & Louis, 2008). Therefore, the current study aimed to investigate if group identity salience could overcome the de-motivating effects of a conflicting normative message. To achieve this, 94 participants aged 17-23 completed two online questionnaires, which examined young people’s intentions (Study 1) and actual energy conservation behaviours (Study 2). Partially supporting hypotheses, results indicated that people presented with norm success reported higher intentions and actual energy conservation behaviours to turn off the lights and a broader range of pro-environmental behaviours, than people presented with norm failure. Contrary to predictions, group identity salience did not influence intentions or actual energy conservation behaviours. Also contrary to hypotheses, people whose identity was made salient did not report higher intentions or actual energy conservation behaviours when presented with a conflicting injunctive and descriptive norm, than when presented with an aligned injunctive and descriptive norm. Conversely, and also contrary to hypotheses, people whose identity was not made salient did not report higher intentions and actual energy conservation behaviours when presented with an aligned injunctive and descriptive norm, than when presented with a conflicting injunctive and descriptive norm. Implications of these findings and suggestions for future research are discussed." @default.
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- W202215188 date "2011-10-12" @default.
- W202215188 modified "2023-09-27" @default.
- W202215188 title "The effect of group identity salience on responses to normative conflict" @default.
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