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- Title
Do No Harm: Perverse Consequences of Misjudging Public Response.
- Authors
GOETZ, MELANIE K.
- Abstract
The article discusses the strategies for water utilities to focus on social norms in order to make effective environmental-related advertising campaigns. It reminds the role of public education and environmentally proactive advocacy in convincing other people to take counterproductive action without misjudging public response. It suggests to combat undesirable activity and bad habits by tapping the power of social norms in terms of being descriptive and being injunctive.
- Subjects
WATER utilities; SOCIAL norms; HABITUS (Sociology); ADVERTISING campaigns; PUBLIC education; DESCRIPTIVE psychology
- Publication
Journal: American Water Works Association, 2015, Vol 107, Issue 3, p77
- ISSN
0003-150X
- Publication type
Article
- DOI
10.5942/jawwa.2015.107.0046