“The fear of social sanctions as a proposed underlying mechanism for dynamic

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“The fear of social sanctions

as a proposed underlying

mechanism for dynamic

norms”

Master thesis defense

MSc Marketing Management Teie van der Hoek

Supervision: J. W. Bolderdijk & M. T. van der Heide

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INTRODUCTION

▪ It is clear that current consumption patterns are not sustainable, and, therefore, sustainable alternatives should be found.

▪ Currently, however, many sustainable behaviors seem to be differing from the norm. To mention clear examples: using disposable coffee cups instead of reusable coffee cups & buying bottled water instead of drinking tap water (Ligthart & Ansems, 2007; Saylor, Prokopy & Amberg, 2011).

▪ Dynamic norms may provide solution: representing the change of a certain emerging norm over time, rather than describing the present norm as it is currently (Sparkman & Walton, 2017).

▪ It remains yet unclear how dynamic norms work. Gaining knowledge about the underlying mechanisms may provide essential to

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INTRODUCTION

The following research question is proposed:

What is an underlying mechanism that makes dynamic norms

effective for promoting counter-normative sustainable

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THEORETICAL FRAMEWORK

▪ Fear of social sanctions related to counter-normative sustainable behavior seems a logical underlying

mechanism for dynamic norms:

▪ Social sanctions are important social control processes (Horne, 2001a);

▪ Engaging in counter-normative sustainable behavior may lead to stereotyping, negative judgment, and even

derogation (Campbell, 1982; Minson & Monin, 2012; Van Kleef, Wanders, Stamkou & Homan, 2015).

▪ Dynamic norm may challenge the current assumptions of individuals about the likelihood of social sanctions;

▪ Indication of a growing amount of people displaying counter-normative sustainable behavior, and therefore

perceived chances of being socially sanctioned are lower.

H1: The fear of social sanctions mediates the relationship between a dynamic normative message and the intention

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THEORETICAL FRAMEWORK

▪ As fear of social sanctions is the proposed mechanism, this may be different for individuals:

some may be affected more than others. This would also influence the extent to which

individuals are susceptible for the dynamic norm.

▪ The need for affiliation: establishing and maintaining close relationships with other people

(Veroff & Veroff, 1980; Leary & Hoyle, 2009). High need for affiliation: strongly impacted

by fear of social sanctions, in contrast to low need for affiliation.

H2: Need for affiliation acts as a moderator on the proposed mediating role of fear of social sanctions, such

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CONCEPTUAL MODEL

Dynamic normative

message

Intention to adopt

counter-normative

sustainable behavior

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METHODOLOGY

▪ Convenience sampling through use of social media (e.g. Facebook, WhatsApp). Total sample of 327 participants.

▪ Between-subjects design. Manipulation of independent variable: static or descriptive normative message. Random allocation of participants to conditions.

▪ Self-developed scale for concept fear of social sanctions: e.g. “I would be judged for wearing second-hand clothing”, “I would be liked less by my friends if I wear second-hand clothing”.

▪ Reference group used in normative message as reference groups have impact on how normative message is perceived (Neighbors et al., 2008).

▪ Participants were motivated to participate in research by giving the chance

to win 3 gift cards for vintage shop. _{Dynamic normative message}

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RESULTS

H1 – fear of social sanctions

as mediator

– not accepted

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RESULTS

H2 – need for affiliation as

moderator

– not accepted

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DISCUSSION

▪ Normative message

▪ Credibility and believability is important for effectiveness (Granfield, 2002; Park, Smith, Klein & Martell, 2011).

▪ “30 percent of Dutch people have started to make an effort to buy second-hand clothing”.

▪ Credibility and/or believability can be questioned.

▪ Second-hand clothing

▪ Results show: on average little fear of social sanctions & low intention to buy second-hand clothing.

▪ Second-hand clothing is a niche, and adopted by specific group of people (ThredUP, 2019).

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DISCUSSION

▪ Fear of social sanctions

▪ Negative effect of fear of social sanctions on intention to adopt-counter-normative sustainable behavior.

▪ Significant correlations between both variables. Theoretically, this means that the effect found could also be reversed.

▪ Positive consequences such as power or status enhancing (Van Kleef et al., 2011; Van Kleef et al., 2012).

▪ Need for affiliation

▪ No support for moderating effect of the need for affiliation. ▪ If fear of social sanctions acts as an underlying mechanism for

“The fear of social sanctions as a proposed underlying mechanism for dynamic