When Normative Information Becomes a Challenge: The Role of Resistance to Change and Imminence in Consumer Compliance with Dynamic Norms
(A2024-119579)

AUTHORS

Agne zakareviciute, Vilnius University

ABSTRACT

State-of-the-art consumer research has highlighted the potential of a novel behavioral intervention strategy - dynamic social norms in changing undesirable behaviors. However, contradicting studies have begun to emerge, necessitating a deeper understanding of the processes through which dynamic norms affect behavior. Through three experiments we demonstrate that dynamic (vs. static) norms increase health-related behavioral intentions; this happens because dynamic (vs. static) norms evoke higher imminence perceptions. This effect is particularly pronounced for consumers high on resistance to change, who perceive dynamic (vs. static) norms as more imminent. Conversely, for consumers who are low on resistance to change, dynamic (vs. static) norms reduce health-related behaviors due to diminished imminence. Our study extends consumer research on social influences and offers valuable insights for both researchers and practitioners striving to promote counter-normative consumer choices.