STUDY | 
Environment
 BEHAVIOR CHANGE

Using Normative Social Influence to Promote Conservation Among Hotel Guests’.

Schultz et al (2007b)
Summary by 
Mark Egan

The author conducted field experiments to determine the effectiveness of normative messages designed to promote towel re-use in hotel rooms. The control received the message “This hotel has initiated a conservation program.” An example of a treatment message was “Nearly 75% of hotel guests choose to reuse their towels each day. To support our guests who want to conserve, this hotel has initiated a conservation program”. The authors find some evidence of behavior change in the treatment groups but note the overlapping confidence intervals.