They approve but they don't act: promoting sustainable minority behavior with (conflicting) social norm appeals.

Background: Social norm appeals are effective in promoting sustainable majority behavior but could backfire when the target behavior is only performed by a minority of people. However, emphasizing that an increasing number of people have started engaging in the behavior or that the majority approve the behavior might prevent such negative effects. However, only a few studies have investigated the combination of descriptive minority and injunctive majority social norm appeals, with inconsistent results. Some studies of minority behavior suggest that the characteristics of recipients might determine the inconsistent results regarding the impact of minority social norm appeals and that social norm appeals could have a greater impact on individuals with weaker environment related dispositions. Method: Two two-wave studies investigated how descriptive minority appeals, injunctive majority appeals, and their combination can be used to motivate sustainable minority behavior and what role environment related dispositions play in this context. In the first part, perceived social norms, environment related dispositions, behavioral intentions, and pre-attitudes were measured. Two weeks later, respondents participated in a 3 (descriptive social norm appeal: static vs. dynamic vs. absent) × 2 (injunctive majority social norm appeal: present vs. absent) between-subjects experiment and watched an explainer video on voluntary carbon offsets that included various social norm appeals. Results: In both studies, we found that social norm appeals influenced perceived social norms. However, persuasive effects were only observed in the first study, and an injunctive majority appeal increased persuasive outcomes, but there were no differences between the descriptive conditions and no differences in their impact depending on individuals' environment related dispositions in either study. Discussion: A single exposure may be insufficient to exert persuasive effects and the change in perceived social norms may first need to be internalized. In online explainer videos, the effects of social norm appeals could be amplified by algorithm-based suggestions and when social norm appeals draw attention to norm-conforming content. However, further research is required on the long-term effects and their possible amplification via social media.

Shades and shifts in flexitarian and meat-oriented consumer profiles in a German panel study.

Consumers' growing awareness of the adverse effects of high meat consumption has led to increased attention to flexitarian or meat-reduced diets. However, most flexitarians do not significantly reduce their meat consumption and still eat many meat-based meals. This study aims to classify the large and heterogeneous consumer group of flexitarians into different profiles based on attitudinal, normative, and control beliefs about meat reduction. Being aware that consumer profiles can change over time, this study explores the dynamics of the identified profiles using a two-wave panel survey of 430 German consumers. Latent profile analysis revealed distinct flexitarian and meat-oriented consumer profiles, including three stable profiles and one non-stable profile across both waves. The findings indicate that flexitarian and meat-oriented consumer profiles differ significantly in their belief structure about meat reduction and that consumers can switch back and forth to other profiles over time. Practitioners should be aware of changes in the belief structure of flexitarian and meat-oriented consumer profiles when developing meat reduction interventions. Further research is needed to understand the reasons behind these profile shifts.

The development of video game enjoyment in a role playing game.

This study examines the development of video game enjoyment over time. The results of a longitudinal study (N=62) show that enjoyment increases over several sessions. Moreover, results of a multilevel regression model indicate a causal link between the dependent variable video game enjoyment and the predictor variables exploratory behavior, spatial presence, competence, suspense and solution, and simulated experiences of life. These findings are important for video game research because they reveal the antecedents of video game enjoyment in a real-world longitudinal setting. Results are discussed in terms of the dynamics of video game enjoyment under real-world conditions.