Effectiveness and context dependency of social norm interventions: five field experiments on nudging pro-environmental and pro-social behavior.

Social norm interventions hold the potential to change people's behavior. Five field experiments ( = 1,163) examined the effects of a simple and easily realizable social norm nudge based on the social media format "Be like Bill." The nudge consisted of a stick figure named Toni that communicated descriptive and injunctive norms regarding pro-environmental or pro-social behaviors.