In a field experiment with 341 participants, we study whether social comparisons, either in isolation or in combination with a climate-related moral appeal, can change the use of public and car-related transportation. We do so in the context of a mobility budget offered to employees of a large...

Within an emerging market context, the purchase of dairy free milk alternatives is not well understood. The purpose of the article is to present a model within which purchase intentions of South African emerging market consumers can be interpreted, providing marketers with information on which...

This article offers a concise typology of spontaneous norms - i.e., norms that are formed or sustained through decentralized collective behavior in a community. The typology combines three criteria for identifying spontaneous norms: (i) implicit formation of (customary) rules, as opposed to...

Social pressure and stigma can hinder the adoption of available technologies, especially in the context of sensitive health issues. We run a field experiment on the take-up of menstrual products in Bangladesh and test a discussion-based intervention in a work setting. We vary participation in...

People with higher-incomes tend to support less redistribution than lower-income people. This has been attributed not only to self-interest, but also to psychological mechanisms including differing beliefs about the hard work or luck underlying inequality, differing fairness views, and differing...

This article draws on the Focus Theory of Normative Conduct to examine whether injunctive social norms relating to perceived environmental management practices shape employees' self-reported pro-environmental behaviour in their private sphere. To test our hypotheses, we employed a mixed methods...