Triggering Communal Peer Pressure: Spreading a Shared Understanding of Demands
Communal peer pressure catalyzes a sense of obligation among social groups, and encourages and nudges people who, at first, may not identify with those groups to blend, fit in, and conform to the larger expectations of those groups. Social comparison—communal peer pressure, horizontal diffusion of climate actions, and instilling a strong sense of common obligation—could be summoned as a motivator for climate actions. Mobilization strategies built around it can complement established drivers of participation such as care for sustainability, forethinking about the future generations of humans and non-humans, and economic incentives.
KeywordsPeer pressure Relationship Obligation Unity Trust Nudge In-group mobilization Common enemy
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