Likenbach and Perkins (2003) found that adolencents of smoking exposed to the simple message that the majority of their age peers did not smoke were subsequently less likely to take up smoking.
Schultz et al. (2008) found that the hotel guests exposed to the normative message that 75% of guests reused their towels each day (rather than requiring fresh ones) reduced their own towel use by 25%.
These studies support the claim that people shape their behaviour out of the desire to fit in with their reference group.
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