Recognising motivation in others: the effectiveness of using social proof to change driving behaviour

IF 3.1 4区 管理学 Q2 BUSINESS
Tom Bowden-Green, Mario Vafeas
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引用次数: 0

Abstract

Purpose

This paper aims to extend the literature on social proof by looking at the effectiveness of social proof on behaviour change for environmental benefit.

Design/methodology/approach

The research is based on real case studies currently intended to encourage behaviour change among residents of a large UK city. An initial study assesses the motivation displayed within each case study. A second study then examines whether recipients recognise their own motivation in each case study.

Findings

Results indicate that participants did not recognise their own motivation in the case studies that were expected to be most similar to them, suggesting that recipients do not recognise “social proof” according to motivation. However, a relationship is observed between recipients’ gender and the gender of the case studies.

Research limitations/implications

Demographics appear to be a better basis for social proof than motivation. This paper recommends several future avenues for further exploration, including using case studies that represent a wider range of characteristics (such as demographics). The current range of stimulus materials is limited, as these are real materials currently being used in a large UK city.

Practical implications

The results indicate that portraying motivation is not a good basis for using the social proof principle. Instead, social marketers ought to focus on representing similarity to the intended audience based on other characteristics such as gender.

Originality/value

The research contributes a new direction in this field, using Self-determination Theory to match social proof examples to recipients.

识别他人的动机:利用社会证明改变驾驶行为的有效性
目的 本文旨在通过研究社会证明对改变行为以造福环境的有效性,扩展有关社会证明的文献。第一项研究评估了每个案例研究中表现出的动机。结果研究结果表明,参与者在预期与自己最相似的案例研究中并不能识别自己的动机,这表明接受者并不能根据动机识别 "社会证明"。然而,在受试者的性别与案例研究的性别之间却存在着某种关系。研究局限/意义与动机相比,人口统计学似乎是社会证明的更好基础。本文建议了几种未来进一步探索的途径,包括使用代表更广泛特征(如人口统计学特征)的案例研究。目前的刺激材料范围有限,因为这些都是英国一个大城市目前正在使用的真实材料。相反,社会营销人员应该根据其他特征(如性别),将重点放在表现与目标受众的相似性上。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
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来源期刊
CiteScore
4.60
自引率
29.20%
发文量
33
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