Universidad de los Andes-School of Management, Bogotá, Colombia.
Iowa State University-Debbie and Jerry Ivy College of Business, Ames, Iowa, United States of America.
PLoS One. 2021 Mar 1;16(3):e0247519. doi: 10.1371/journal.pone.0247519. eCollection 2021.
In this paper, we use choice architecture techniques to activate both social and personal norms, seeking to increase pro-environmental choices and to better understand the effect of such norm types on post-choice emotional responses. In four experiments, we make different social or personal norms salient by aligning choice environments with psychosocial mechanisms that activate different types of norms. We use different choice architecture techniques to change information, alter product sets, and generate the social consequences of choices. The target behavior, purchasing a recycled paper notebook, is captured through direct purchase behaviors or willingness to pay commitments. We find that choice architecture activates personal but not social norms, and that associated positive and negative emotions (guilt, shame, regret and pride) are elicited by choices but not by willingness to pay. Moreover, manipulating choice environment moderates the relationship between choice and norm-related emotions, such that positive emotional responses seem to be stronger than negative ones. The results suggest that choice architecture interventions can activate individual level beliefs about sustainability and help reduce the attitude-behavior gap.
在本文中，我们使用选择架构技术来激活社会规范和个人规范，旨在增加有利于环境的选择，并更好地理解这些规范类型对选择后情感反应的影响。在四个实验中，我们通过使选择环境与激活不同类型规范的心理社会机制保持一致，使不同的社会规范或个人规范凸显出来。我们使用不同的选择架构技术来改变信息、改变产品集，并产生选择的社会后果。目标行为是购买再生纸笔记本，通过直接购买行为或支付意愿承诺来捕捉。我们发现，选择架构可以激活个人规范而不是社会规范，并且相关的积极和消极情绪（内疚、羞耻、遗憾和自豪）是由选择而不是支付意愿引发的。此外，操纵选择环境会调节选择与规范相关的情绪之间的关系，使得积极的情绪反应似乎比消极的情绪反应更强烈。研究结果表明，选择架构干预措施可以激活个人层面的可持续发展信念，并有助于缩小态度与行为之间的差距。
