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Invoking Social Norms

A Social Psychology Perspective on Improving Hotels' Linen-Reuse Programs

Arizona State University, Goldstein{at}asu.edu

Vladas Griskevicius

Arizona State University, vladasg{at}asu.edu

Robert B. Cialdini

Robert.Cialdini{at}asu.edu

Social psychology theory can be applied to such mundane purposes as encouraging guests to reuse their washroom towels. In contrast to the appeals now in use to persuade guests to reuse their towels, research found that applying the norm of reciprocation and the descriptive norm for proenvironmental action improved guests' participation in one hotel's towel-reuse program. The implication is that such research can also be applied to other areas of hotel operation to benefit businesses, consumers, and the environment.

Key Words: social psychology • towel reuse • green hotel management • social norms

Cornell Hotel and Restaurant Administration Quarterly, Vol. 48, No. 2, 145-150 (2007)
DOI: 10.1177/0010880407299542


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