When combining injunctive and descriptive norms strengthens the hypocrisy effect: A test in the field of discrimination

Abstract

The induced-hypocrisy is a paradigm in which people promote a normative behavior (normative salience step) and then recall their past transgressions (transgression salience step). It is an effective two-step procedure for encouraging prosocial behaviors. This study aims to explore whether discrimination can be reduced using the hypocrisy paradigm combining two kinds of social norms, namely injunctive and descriptive norms. We assigned 80 participants to descriptive norm-related hypocrisy, injunctive norm-related hypocrisy, combined-norm hypocrisy, and control conditions. Results showed that intention to adopt active normative behaviors was higher in the combined-norms than in the single norm hypocrisy conditions. We observed the same pattern in reducing discriminatory behaviors in the Cyberball game, which measures passive discrimination (exclusion). Our findings have both practical and theoretical implications. First, they provide a new and effective means for producing behavioral changes in the field of discrimination. Second, they contribute to further investigating the explanatory processes underlying the hypocrisy effect.