Is social norms marketing effective?: A case study in domestic electricity consumption
Harries, T., Rettie, R., Burchell, K. and Studley , M. (2013) Is social norms marketing effective?: A case study in domestic electricity consumption. European Journal of Marketing, 47 (9). pp. 1458-1475. ISSN 0309-0566
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Publisher's URL: http://dx.doi.org/10.1108/EJM-10-2011-0568
This paper reports a large-scale experiment that compared the effectiveness of a social norms intervention to a conventional social marketing approach in the context of social policy on carbon dioxide emissions.
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