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Unraveling the 'Social' in Social Norms: The Conditioning Effect of User Connectivity

机译：揭示社会规范中的“社会”：用户连接性的调节效应

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摘要

Abundant empirical evidence supports the overall efficacy of social norms as a strategy to induce behavior change. However, very few studies examine how the effect of social norms is differentially manifest across individuals, especially in the contemporary socially connected digital world. We conjecture that the effects of social norms are conditional on an individual’s digital social ties and provide new empirical evidence from a randomized field experiment that included more than 7,000 individuals on an online physical activity community observed for a two-month period. In our investigation of the effect of social norms on users’ goal-setting and goal attainment behaviors, we find a significant moderating role for social connectivity: individuals with higher levels of social connectivity are more susceptible to a social norms message containing information indicating the number of users in this community who set a goal in the pretreatment month. Additional analysis reveals that individuals who have many followers (i.e., high in-degree) but do not follow many others (low out-degree) are the most susceptible to the social norms treatment. Strikingly, we find that social norms also lead to a substantially lower rate of goal attainment compared with the control message that simply highlights the benefits of setting a goal. This adverse effect is also heterogeneously experienced, conditional on the number of social ties. Our findings have important implications for the design of interventions based on social norms.
机译：大量的经验证据支持社会规范作为诱发行为改变的策略的整体功效。但是，很少有研究检验社会规范的效果如何在个体之间有差异地体现出来，尤其是在当代社会连接的数字世界中。我们推测，社会规范的影响取决于个人的数字社会纽带，并通过随机现场实验提供了新的经验证据，该实验包括在两个月的时间内观察到的在线体育活动社区中的7,000多人。在我们对社会规范对用户目标设定和目标达成行为的影响进行的调查中，我们发现社交连接具有显着的调节作用：具有较高社交连接水平的个人更容易受到包含表示数字的信息的社交规范消息的影响。此社区中的用户在预处理月中设定了目标。进一步的分析表明，拥有许多追随者（即高学历）但没有跟随许多其他人（低学历）的个人最容易受到社会规范的对待。令人惊讶的是，与仅仅强调设定目标的好处的控制信息相比，我们发现社会规范也导致目标达成率大大降低。这种不利影响也受社会纽带数量的影响，是异质性的。我们的发现对基于社会规范的干预措施设计具有重要意义。

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