Descriptive and Injunctive Norms
Also called social norms messaging, focus theory of normative conduct
What others do and what others approve of both guide behaviour, sometimes in opposite directions.
A descriptive norm is what most people actually do; an injunctive norm is what most people approve or disapprove of. Dr. Cialdini's research showed that messages can backfire when they highlight how common a bad behaviour is: in trying to condemn it, they tell the audience that everyone does it.
Telling people how many others already do the right thing, rather than how many do the wrong one, in reminders, public-health messages and internal campaigns.
Norms messaging must be true. Claiming that 'most people' do something they do not is a false statement, and it collapses the moment the audience checks.
Social Proof: People follow the lead of similar others. →
Related TermsFoot-in-the-Door Technique
Agreeing to a small request makes people more likely to agree to a larger, related one later.
Door-in-the-Face Technique
A large request that is refused, followed by a smaller one, makes the smaller one more likely to be accepted.
Low-Ball Technique
Once people commit to a decision, they tend to stick with it even after its cost rises.
Know the terms. Now measure your own influence.
The Influence Assessment shows which of the seven principles you already use well, and which one is costing you.