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            "title": "A Room with a Viewpoint: Using Social Norms to Motivate Environmental Conservation in Hotels",
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                    "firstName": "Noah",
                    "lastName": "Goldstein"
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            "abstractNote": "Two field experiments examined the effectiveness of signs requesting hotel guests’\nparticipation in an environmental conservation program. Appeals employing descriptive\nnorms (e.g., “the majority of guests reuse their towels”) proved superior\nto a traditional appeal widely used by hotels that focused solely on environmental\nprotection. Moreover, normative appeals were most effective when describing\ngroup behavior that occurred in the setting that most closely matched individuals’\nimmediate situational circumstances (e.g., “the majority of guests in this room reuse\ntheir towels”), which we refer to as provincial norms. Theoretical and practical\nimplications for managing proenvironmental efforts are discussed.",
            "publicationTitle": "JOURNAL OF CONSUMER RESEARCH",
            "publisher": "",
            "place": "",
            "date": "",
            "volume": "35",
            "issue": "",
            "section": "",
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            "pages": "",
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            "journalAbbreviation": "",
            "DOI": "10.1086/586910",
            "citationKey": "",
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