Changing behaviour using normative messages : stair-use as an exemplar

Abstract

Behaviours such as alcohol use, physical activity and hand washing have important implications for the overall health and well being of individuals. Although health related behaviours have an obvious impact on health and well-being, research suggests that compliance rates are well below acceptable levels. A potential explanation for low adherence rates is the failure of Public Service Announcements (PSAs) to have desired effects in this domain. Traditionally, information campaigns have been used in an attempt to increase the compliance to these aforementioned behaviours. PSAs that use information-based techniques in isolation may be inadvertently decreasing targeted behaviour by neglecting the normative behaviour of the audience of interest. Research conducted using a norm-based approach suggests that societal behaviour can be altered using a descriptive/injunctive framework (Cialdini 2003). The current study investigates the effects of normative messages on stair-climbing behaviour in a university setting. A series of observations and focus groups were utilized in order to evaluate the overall effectiveness of the novel messages derived from the normative behaviour rationale. In addition, an existing Public Health Agency of Canada message was included to measure its effectiveness versus the novel poster conditions. Results suggest that certain messages derived from a norm-based framework are more persuasive when attempting to increase stair-climbing behaviour. Implications and future research are discussed.