Could visual cues moderate the normative influence in promoting energy conservation? A perspective from the construal level

The socially normative influence on promoting energy conservation has received increasing support; however existing studies have largely ignored the potential impact of different visual cues in normative prompts. This current study examined the moderating role of visual cues on the normative influence in promoting energy conservation from a novel perspective of the construal level. The results of an experiment and a field study on campus show that the persuasiveness of descriptive normative appeal (i.e., what most others commonly do) tends to be more robust than injunctive appeal (i.e., what is socially approved). Moreover, there was a significant interaction effect between the construal level of visual cues and normative appeal. When presented with a high-construal-level visual cue (e.g., a light bulb with a green leaf in it), the descriptive (vs. injunctive) normative appeal could stimulate higher energy-saving intentions while both descriptive and injunctive normative appeals can positively affect actual energy-saving behavior. In contrast, when presented with a low-construal-level visual cue (e.g., an outstretched finger turning off a light switch), both descriptive and injunctive normative appeals can elicit higher energy-saving intentions; furthermore the descriptive (vs. injunctive) normative appeal is more effective in promoting actual energy-saving behavior; and, interestingly, the injunctive normative appeal could induce a negative effect. These results indicate a clear behavior-intention incongruence in response to injunctive normative appeals with different construed visual cues. Taken together, this research provides new support for the focus theory of normative conduct and the construal level theory and straightforward practical ways to promote energy conservation.