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Reactance and Norm Appeal in Anti‐Littering Messages
Author(s) -
Reich John W.,
Robertson Jerie L
Publication year - 1979
Publication title -
journal of applied social psychology
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.822
H-Index - 111
eISSN - 1559-1816
pISSN - 0021-9029
DOI - 10.1111/j.1559-1816.1979.tb00796.x
Subject(s) - appeal , normative , psychology , reactance , social pressure , social psychology , norm (philosophy) , political science , law , engineering , electrical engineering , voltage
Although littering is a significant social problem, there is only a relatively small amount of quantitative research on it; there is little systematic theory concerning the variables which influence it. This study presents a theoretical model of how anti‐littering messages vary in the kind of social pressure against littering they attempt to impose. Three experiments were performed to test the model. It was found that messages making explicit commands against the act of littering (external pressure) actually generated more littering than messages making appeal to social normative standards concerning littering (internal pressure). Other data relevant to the model and areas in which additional research is needed also are discussed.