Feedback mechanisms that compare individual behavior to social norms
Core Idea: Conformity Anchors display how a user's behavior compares to a reference group, leveraging the psychological tendency to align with perceived social norms to influence behavior.
Key Elements
- Normative comparison: Shows user behavior relative to others (peers, neighbors, similar users)
- Visual representation: Clear visualization of where the user stands in relation to the norm
- Behavioral targeting: Focuses on specific measurable actions or outcomes
- Contextual relevance: Uses comparison groups that matter to the individual
Implementation Methods
- Percentile indicators: Showing where users rank among their peers
- Above/below average markers: Simple indicators of relative standing
- Peer comparison charts: Visual displays of user behavior versus comparison groups
- Behavioral trend indicators: Showing movement toward or away from the norm over time
Design Considerations
- Appropriate reference groups: Using relevant comparison cohorts (neighbors, similar users)
- Positive reinforcement: Adding affirmation for above-average performers (oPower's smiley faces)
- Avoiding boomerang effects: Preventing high performers from regressing toward the mean
- Ethical implementation: Using comparisons to drive positive rather than harmful behaviors
Successful Applications
- oPower's energy bills: Comparing household energy usage to neighbors reduced consumption
- Tax compliance letters: Showing that "most people pay their taxes on time"
- Hotel towel reuse programs: Noting that "75% of guests reuse their towels"
- Workplace wellness programs: Showing activity levels compared to colleagues
Potential Pitfalls
- Negative norming: Inadvertently suggesting problematic behavior is common
- Demotivating high performers: Making excellent performance seem abnormal
- Privacy concerns: Using personal data for comparisons without proper consent
- Reactance: Triggering resistance when users feel manipulated
Additional Connections
- Broader Context: Core Drive 5 - Social Influence and Relatedness (social motivation)
- Related To: Social Norming (psychological principle behind the technique)
- See Also: Feedback Mechanics (general approach to providing user information)
References
- Chou, Yu-kai. "Actionable Gamification: Beyond Points, Badges, and Leaderboards."
- Cialdini, Robert B. "Influence: The Psychology of Persuasion."
- Schultz, P. Wesley, et al. "The Constructive, Destructive, and Reconstructive Power of Social Norms."
#behavioral-change #social-comparison #gamification #nudge-theory
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