Lifting the Magic Curtain - How Transparency on Social Norm Nudging affects its Efficacy

This study analyses how the effect of a social norm nudge changes when its function and purpose become transparent. For this purpose, a quantitative, experimental online survey was conducted among 474 participants in the context of voluntary CO2 offset. The non-transparent social norm nudge and the one with information solely on its function showed no significant effect on behaviour. However, the social norm nudge disclosing both, its function and purpose, did effect behaviour positively. Based on the results, it is recommended that social norm nudges are made transparent in practice. The recipient of a social norm nudge should therefore be explicitly notified about its function and purpose.