This article examines the role of social norms messages in promoting water conservation. A field experiment is reported in which residents were provided with personalized feedback about their water consumption, coupled with normative information about similar households in their neighborhood. Normative information was provided either through a webbased interface or through postal mail, and survey data were collected from residents prior to treatment. Results showed that residents who received normative information consumed less water than a randomized control group. Additional analyses showed that web-based distribution was less effective than postal mail. Finally, moderated regression analyses showed that residents with strong personal norms about reduced water consumption were less affected by the normative messages than were residents with low personal norms. Implications are discussed for both theory and practice.

Prior research has shown a tendency for environmental problems to be rated as more severe at the global level than at the local level. The present article reports reanalyses of a large cross-cultural data set (Study 1: k = 22, N = 3,277) and new cross-cultural data (Study 2: k = 8, N = 1,131) examining the prevalence of this spatial bias in the rated severity of environmental problems Article 268 Environment and Behavior 46(3)along with analyses of individual and country-level predictors of this bias. Results from multilevel modeling analyses showed that spatial bias was greater for happier and younger individuals and for those from smaller communities. We interpret these results as evidence for self-serving and "place-serving" biases in which the bias tempers the severity of environmental problems in one's local area. Considering the large cross-cultural evidence, we argue that spatial bias is a plausible candidate of a psychological universal identified by research in environmental psychology.

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