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Norms and Energy Use: Transportation in Groningen
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mm-dd-yy | 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
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Project 1 ›Promoting Orderly Bike Parking in Groningen
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Kaartje binnenstad
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Previous Studies on Parking Problems ›44% Sees inappropriate parking as a problem ›67% Shopping ›64% Park < 30 minutes ›42% Not enough parking spaces
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Making the injunctive norm salient Prohibition sign: 37% Prescriptive sign: 60%
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Making the injunctive norm salient ›How? ›Please park your bicycle within the green area
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PROPOSED FIELD EXPERIMENT ›Method: Pre and post intervention Observational ›Outcome measures: % Bikers conforming to parking norm % Bikers being socially sanctioned
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Project 2: Reducing cars driving to city
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Negative Env Impact Behavior Car Public Transit Bike Walk > 10kmPublic Transit 5-10kmPT or bike < 5kmBike or walk
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Segmented approach
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Social Norms ›Theoretical gaps: Behavior suggestions: 1 vs. 2 alternatives Norm effectiveness: perception vs. actual
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Action Research ›4 conditions (all groups receive information + incentive) Bike norm info Public transport norm info Bike + PT norm info Control
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Action Research ›Procedure Telephone Survey Mail packages Outcome measures Telephone follow up survey Objective assessment
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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.
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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
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Project 3: The use of norms on testimonials
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Purpose of the study: increase preference for the tram
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“ 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”
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›Injunctive: “The tram will be an appropriate means of transportation” ›Descriptive: 60% of people traveling within Groningen will take the tram Which message works best? When both norms align tram preference will increase
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Which message works best… and for whom? Identification with models will increase tram preference Vs. ›Target group: People working in Groningen and living outside of Groningen ›Important: Identify with the individual providing the testimonial
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mm-dd-yy | 23 Thank you for your attention K.E.Keizer@rug.nl
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