Abstract Research has shown that messages containing descriptive normative feedback can induce behavior change in the direction of the norm. However, the literature is mixed regarding the relative influence of more specific referent groups. This study compared the effectiveness of social normative feedback at increasing waste diversion, across four referent groups varying in their degree of specificity. A sample of 1,560 single-family households in California were randomly assigned to one of six possible conditions: specific normative feedback about their immediate neighbors, exemplary normative feedback about the best recyclers in their city, generic normative feedback about the other residents in their neighborhood, normative feedback about a statewide waste diversion target, information-only, or no-contact control. Households in the feedback conditions received a mailed personalized Home Waste and Recycling report comparing their diversion rate to an assigned referent group. Results showed that normative feedback increased diversion rates compared to the control conditions, but results did not show significant differences between the feedback conditions. Additional results showed that the treatment effects were driven primarily by changes among households that were below the norm in baseline diversion rates. Findings are discussed within the framework of the Focus Theory of Normative Conduct, and the implications for large-scale applications.

中文翻译：

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参考群体特异性：优化规范反馈以增加住宅回收

摘要 研究表明，包含描述性规范反馈的信息可以促使行为朝着规范的方向改变。然而，关于更具体的参考群体的相对影响的文献是混合的。本研究比较了社会规范反馈在增加废物转移方面的有效性，四个参考群体的特异性程度各不相同。加利福尼亚州 1,560 个单户家庭的样本被随机分配到六个可能的条件之一：关于他们的直接邻居的具体规范反馈，关于他们城市最好的回收商的模范规范反馈，关于他们附近其他居民的一般规范反馈，关于全州废物转移目标、仅提供信息或非接触式控制的规范反馈。处于反馈条件的家庭收到了一份邮寄的个性化家庭废物和回收报告，将他们的转移率与指定的参考组进行比较。结果表明，与控制条件相比，规范反馈增加了转移率，但结果没有显示反馈条件之间的显着差异。其他结果表明，治疗效果主要是由低于基线转移率标准的家庭之间的变化驱动的。在规范行为的焦点理论的框架内讨论了调查结果，以及对大规模应用的影响。结果表明，与控制条件相比，规范反馈增加了转移率，但结果没有显示反馈条件之间的显着差异。其他结果表明，治疗效果主要是由低于基线转移率标准的家庭之间的变化驱动的。在规范行为的焦点理论的框架内讨论了调查结果，以及对大规模应用的影响。结果表明，与控制条件相比，规范反馈增加了转移率，但结果没有显示反馈条件之间的显着差异。其他结果表明，治疗效果主要是由低于基线转移率标准的家庭之间的变化驱动的。在规范行为的焦点理论的框架内讨论了调查结果，以及对大规模应用的影响。