RIC JAFFE A
The surprising power of social norms in shifting travel habits.
Peer pressure gets a bad rap, but sometimes a little social shame can work to the greater good. Take a well-known psychology study on the power of social norms: asking hotel guests to reuse their towels for environmental reasons worked a little, but telling them that most other guests in that hotel reused towels worked better, and informing them that most other guests in their same hotel room had done so worked best of all. The approach has worked with household energy use and recycling, too.
