Trending Norms: A Lever for Encouraging Behaviors Performed by the Minority

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Witnessing change: Dynamic norms help resolve diverse barriers to personal change (2019, methodology): “These measures are of secondary importance to our focus on psychological process measures, because (1) the assessed processes are established mediators of behavior change and (2) past research has already shown that dynamic norms can alter socially meaningful behavior (Mortensen et al., 2017; Sparkm”
How social norms are often a barrier to addressing climate change but can be part of the solution (2020, background): “In research conducted simultaneously, another team found that people conserved more water in a laboratory setting when they learned that a growing minority of people conserved water as compared to learning simply that a minority did (Mortensen et al., 2017).”
Listen to others or yourself? The role of personal norms on the effectiveness of social norm interventions to change pro-environmental behavior (2021, background): “However, a lot of pro-environmental behavior is followed by a minority group only, resulting in a minority rather than a majority social norm (Mortensen et al., 2019).”