Social norms and license renewal


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.

Biases Used


Other Applications: Energy Efficiency, Voting Behavior, Charitable Giving