社会与工程心理学研究室知识库

Social norms have a stable influence on Pro-environmental behaviors (PEB). A focus theory of normative conduct categorizes social norms into two types: descriptive and injunctive. However, it remains unclear whether these different types of social norms have consistent effects on PEB. This study employs eye-tracking technology to investigate the effects of these social norms on PEB. Experiment 1 examined the effects of descriptive and injunctive social norms on PEB. The results showed that individuals adhering to injunctive social norms exhibited similar levels of engagement in PEB as those following descriptive social norms. Moreover, individuals who combined high descriptive and high injunctive social norms tended to engage in more PEB. Experiment 2 utilized eye-tracking technology to explore the relationship between individuals' fixation duration and PEB when both types of social norms were presented simultaneously. The behavioral results indicated that high descriptive and high injunctive social norms significantly impacted PEB. Eye-tracking data revealed that participants had more fixations duration and fixation count on injunctive social norms compared to descriptive social norms. Notably, in scenarios featuring both high descriptive and high injunctive social norms, individuals allocated more fixation duration and fixation count towards PEB. In conclusion, the combination of descriptive and injunctive social norms more effectively promotes individuals' engagement in PEB. Furthermore, the study highlights the profound influence of injunctive social norms, which are initially salient in capturing individuals' attention and subsequently drive their engagement in PEB.