Article Accepted Manuscript

Counterproductive norms can be addressed via informational interventions: The case of 'wishcycling' [Author Accepted Manuscript]

Author(s) / Creator(s)

Kramer, Eli
Yoeli, Erez
Rand, David G.

Abstract / Description

Social norms are integral to human prosociality but can also lead to ineffective or even counterproductive “prosocial” behaviors. We provide an ex- ample of one such counterproductive norm and demonstrate how simple in- formational interventions can improve behavior. Study 1 shows that among those who recycle, people with stronger prosocial concerns about sustainability are actually worse recyclers-they err on the side of recycling when in doubt. Such ‘wishcycling’ leads to contamination of the recycling stream, increasing the cost of recycling, sometimes to the point that entire batches of recyclables are sent to landfill. Unlike traditional public goods problems, this dilemma results from lack of information rather than lack of prosocial motivation. Study 2 therefore introduces a simple informational intervention designed to address this counterproductive behavior. Relative to the placebo and control, our intervention significantly reduces wishcycling. Our findings highlight the importance of unambiguous instructions on behaving prosocially for effectively promoting public goods.

Keyword(s)

Social Norms Recycling Public Goods Prosocial Behavior

Persistent Identifier

Date of first publication

2025-05-12

Journal title

Global Environmental Psychology

Publisher

PsychArchives

Publication status

acceptedVersion

Review status

reviewed

Is version of

Citation

Kramer, E., Yoeli, E., & Rand, D. G. (in press). Counterproductive norms can be addressed via informational interventions: The case of 'wishcycling' [Author Accepted Manuscript]. Global Environmental Psychology. https://doi.org/10.23668/psycharchives.16357
  • Author(s) / Creator(s)
    Kramer, Eli
  • Author(s) / Creator(s)
    Yoeli, Erez
  • Author(s) / Creator(s)
    Rand, David G.
  • PsychArchives acquisition timestamp
    2025-05-12T14:25:43Z
  • Made available on
    2025-05-12T14:25:43Z
  • Date of first publication
    2025-05-12
  • Abstract / Description
    Social norms are integral to human prosociality but can also lead to ineffective or even counterproductive “prosocial” behaviors. We provide an ex- ample of one such counterproductive norm and demonstrate how simple in- formational interventions can improve behavior. Study 1 shows that among those who recycle, people with stronger prosocial concerns about sustainability are actually worse recyclers-they err on the side of recycling when in doubt. Such ‘wishcycling’ leads to contamination of the recycling stream, increasing the cost of recycling, sometimes to the point that entire batches of recyclables are sent to landfill. Unlike traditional public goods problems, this dilemma results from lack of information rather than lack of prosocial motivation. Study 2 therefore introduces a simple informational intervention designed to address this counterproductive behavior. Relative to the placebo and control, our intervention significantly reduces wishcycling. Our findings highlight the importance of unambiguous instructions on behaving prosocially for effectively promoting public goods.
    en
  • Publication status
    acceptedVersion
  • Review status
    reviewed
  • Citation
    Kramer, E., Yoeli, E., & Rand, D. G. (in press). Counterproductive norms can be addressed via informational interventions: The case of 'wishcycling' [Author Accepted Manuscript]. Global Environmental Psychology. https://doi.org/10.23668/psycharchives.16357
  • ISSN
    2750-6630
  • Persistent Identifier
    https://hdl.handle.net/20.500.12034/11769
  • Persistent Identifier
    https://doi.org/10.23668/psycharchives.16357
  • Language of content
    eng
  • Publisher
    PsychArchives
  • Is version of
    https://doi.org/10.5964/gep.16275
  • Is version of
    https://osf.io/preprints/psyarxiv/9v7aq_v1
  • Is related to
    https://aspredicted.org/at24j.pdf
  • Keyword(s)
    Social Norms
  • Keyword(s)
    Recycling
  • Keyword(s)
    Public Goods
  • Keyword(s)
    Prosocial Behavior
  • Dewey Decimal Classification number(s)
    150
  • Title
    Counterproductive norms can be addressed via informational interventions: The case of 'wishcycling' [Author Accepted Manuscript]
    en
  • DRO type
    article
  • Journal title
    Global Environmental Psychology
  • Visible tag(s)
    PsychOpen GOLD
  • Visible tag(s)
    Accepted Manuscript