To the top

Page Manager: Webmaster
Last update: 9/11/2012 3:13 PM

Tell a friend about this page
Print version

Contests versus norms: Im… - University of Gothenburg, Sweden Till startsida
To content Read more about how we use cookies on

Contests versus norms: Implications of contest-based and norm-based intervention techniques

Journal article
Authors Magnus Bergquist
Andreas Nilsson
André Hansla
Published in Frontiers in Psychology
Volume 8
Publication year 2017
Published at Department of Psychology
Language en
Keywords Contest, Goals, Intervention, Norm, Pro-environmental behaviors
Subject categories Psychology


© 2017 Bergquist, Nilsson and Hansla. Interventions using either contests or norms can promote environmental behavioral change. Yet research on the implications of contest-based and norm-based interventions is lacking. Based on Goal-framing theory, we suggest that a contest-based intervention frames a gain goal promoting intensive but instrumental behavioral engagement. In contrast, the norm-based intervention was expected to frame a normative goal activating normative obligations for targeted and non-targeted behavior and motivation to engage in pro-environmental behaviors in the future. In two studies participants (n = 347) were randomly assigned to either a contest- or a norm-based intervention technique. Participants in the contest showed more intensive engagement in both studies. Participants in the norm-based intervention tended to report higher intentions for future energy conservation (Study 1) and higher personal norms for non-targeted pro-environmental behaviors (Study 2). These findings suggest that contest-based intervention technique frames a gain goal, while norm-based intervention frames a normative goal.

Page Manager: Webmaster|Last update: 9/11/2012

The University of Gothenburg uses cookies to provide you with the best possible user experience. By continuing on this website, you approve of our use of cookies.  What are cookies?