Social norms and license renewal

Bandwagon Effect and Tax
Intervention Tax

Can social norms increase the rate of license renewal?

Intervention Description

Researchers at Revenue Ireland divided a group of participants who needed to renew their publican licenses into two groups: one which was mailed a standard renewal reminder, and another which was mailed a letter emphasising that license renewal was a social norm. They found that the group exposed to the social normative message renewed licenses at a rate of 20% higher than that of the control group.


Unpublished work, courtesy of Keith Walsh in Irish Revenue.