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We report three pre-registered studies (total N=1,799) exploring the effectof nudging personal and injunctive norms in decisions that involve a trade-offbetween objective equality and efficiency. The first two studies provideevidence that: (i) nudging the personal norm has a similar effect to nudgingthe injunctive norm; (ii) when both norms are nudged towards the samedirection, there is no additive effect; (iii) when the personal norm and theinjunctive norm are nudged towards opposite directions, some people tend tofollow the personal norm, while others tend to follow the injunctive norm.Study 3 tests whether these two classes of people, those who tend to follow theinjunctive norm and those who tend to follow the personal norm, map onto thetwo sub-dimensions of Aquino and Reed's moral identity scale. We find partialevidence of this hypothesis: people higher in the symbolisation dimension areweakly more likely to follow the injunctive norm; however, we do not find anyevidence that people higher in the internalisation dimension are more likely tofollow the personal norm.

The effect of nudging personal and injunctive norms on the trade-off between objective equality and efficiency