A Psychological Experiment Research On Using Descriptive Norm To Arose The Public Behavior

Purpose of this study is to investigate the regulatory information how to influence the environment behavior. A growing number of organizations and individuals have been paying more and more attentions on environment protection since the late 20th century as the ecological crisis burst out. At the same time, psychologists have begun to use the professional experimental approaches to analyze the causes of public environmental behavior and its operating methods.How to use normative information to influence people's environmental behavior is becoming an important issue. In this context, this study sorts out the problem, and accordingly develops a series of experimental study.In the theoretical analysis, the researcher defined the environmental awareness, social norm information and environmental behavior. Based on in the literature review and the West analysis, the researchers constructed the structure of this system. In the part of the experimental study, the researcher conducted experiments on Western classical study, at the same time, put forward a view of localization.Experiment I is a field experiment. It test the way through to the 102 households in the expression of different feedback on the content and the use of different feedback methods. It was found that the information content of variables on the behavior of subjects were significant, in which descriptive norms compared with other three have more influence, and the normative social influence is not be detected.Experiment II is a laboratory experiment. It studies the influence of the situational factor and the dispositional factor to the 59 subjects'environmental behavior, and found that situational factor and dispositional factor were significant in main effects. That is, wake-up subjects'self-consciousness (situational factors) will influence throw behavior of the subjects significantly. And the subjects who have the inner personal norm (dispositional factors) will also have a significant difference.In conclusion, bases on the focus theory of normative conduct and the norm-activation theory, researcher imitates and improves the environmental psychology of Western classical experimental designs in order to prove the former researchers'conclusions. The aim of the study is not only localize the Western environmental psychology, but also put forward researcher's insight and exploration.