Research Support for NSI

• Linkenbach and Perkins (2003)


  Found that US adolescents exposed to a message that the majority of their age peers did not smoke were subsequently less likely to start smoking.
• NSI has encouraged a responsible attitude towards the environment.

  Schultz et al (2008) found that hotel guests exposed to the normative message that 75% of the guests reused their towels each day reduced their own usage by 25%. These studies support the claim that people shape their behaviour out of a desire to fit in with their reference group.