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Contest-Based and Norm-Based Interventions: (How) Do They Differ in Attitudes, Norms, and Behaviors?

Author

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  • Magnus Bergquist

    (Department of Psychology, University of Gothenburg, SE-412 96 Gothenburg, Sweden)

  • Andreas Nilsson

    (Department of Psychology, University of Gothenburg, SE-412 96 Gothenburg, Sweden)

  • Emma Ejelöv

    (Department of Psychology, University of Gothenburg, SE-412 96 Gothenburg, Sweden)

Abstract

Setting up a contest is a popular means to promote pro-environmental behaviors. Yet, research on contest-based interventions is scarce while norm-based interventions have gained much attention. In two field experiments, we randomly assigned 79 apartments to either a contest-based or a norm-based electricity conservation intervention and measured kWh usage for 2 and 4 weeks, respectively. Results from both studies showed that contest-based interventions promote intensive but short-lived electricity saving. In Study 1 apartments assigned to a norm-based intervention showed more stable electricity saving (low intensity and long-lasting). Study 2 did not replicate this finding, but supported that participants in the norm-based intervention also engaged in non-targeted behaviors. These results emphasize the importance of identifying how different intervention techniques may activate different goals, framing both how people think about and act upon targeted pro-environmental behaviors.

Suggested Citation

  • Magnus Bergquist & Andreas Nilsson & Emma Ejelöv, 2019. "Contest-Based and Norm-Based Interventions: (How) Do They Differ in Attitudes, Norms, and Behaviors?," Sustainability, MDPI, vol. 11(2), pages 1-17, January.
    • Handle: RePEc:gam:jsusta:v:11:y:2019:i:2:p:425-:d:197887
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    References listed on IDEAS

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    1. Cecilia Katzeff & Rebecka Milestad & Jorge Luis Zapico & Ulrica Bohné, 2020. "Encouraging Organic Food Consumption through Visualization of Personal Shopping Data," Sustainability, MDPI, vol. 12(9), pages 1-15, April.
    2. Timmer, Sebastian & Bösehans, Gustav & Henkel, Sven, 2023. "Behavioural norms or personal gains? – An empirical analysis of commuters‘ intention to switch to multimodal mobility behaviour," Transportation Research Part A: Policy and Practice, Elsevier, vol. 170(C).

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