Institute of Governance, Shandong University, Qingdao 266237, China.
School of Politics and Public Administration, Shandong University, Qingdao 266237, China.
Int J Environ Res Public Health. 2022 Jun 24;19(13):7749. doi: 10.3390/ijerph19137749.
This study examines the effect of the intergroup social comparison approach in promoting water conservation. In an online survey experiment, participants first encountered normative persuasive messages, informative persuasive messages, or intergroup social comparison messages and then reported their willingness to conserve water, prior water usage, and demographic information. Results showed a significantly higher willingness to conserve water in the intergroup social comparison condition compared to other conditions. We further investigated whether this social comparison effect was moderated by prior water usage and the strength of comparison. Results suggest that prior water usage, rather than the strength of comparison, moderated the influence of intergroup social comparison. Moreover, the moderating effect of prior water usage only works when participants receive a low level of strength of comparison.
本研究考察了群体间社会比较方法对促进节水的影响。在一项在线调查实验中，参与者首先接触到规范性说服信息、信息性说服信息或群体间社会比较信息，然后报告他们的节水意愿、先前的用水量和人口统计信息。结果表明，与其他条件相比，群体间社会比较条件下的节水意愿显著更高。我们进一步研究了这种社会比较效应是否受到先前用水量和比较强度的调节。结果表明，先前用水量而不是比较强度调节了群体间社会比较的影响。此外，先前用水量的调节作用仅在参与者接收到低水平的比较强度时才起作用。
