View article

Teachers commonly use injunctive norms when telling students what they should be doing. But researchers find that sometimes descriptive norms, information about what others are actually doing, are more powerful influencers of behavior. In the present work, we examine which norm is more effective at increasing self‐regulated studying and performance in an online college course across two semesters. To do this, we randomly assigned 751 undergraduate Introductory Psychology students to receive email messages at the start of every content unit that either contained descriptive norms, injunctive norms, information about the course, or a no message control. We found that injunctive norms increased study behaviors aimed at fulfilling course requirements (completion of assigned activities), but did not improve learning outcomes. Descriptive norms increased behaviors aimed at improving knowledge (ungraded …