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Whenever I write a column about a certain green automotive technology -- hybrids, electrics, diesels, city cars -- I can count on a certain percentage of e-mails to the effect of: "Kiss my butt, latte boy. Just for that I'm gonna leave mah truck running in the yard at night with a brick on the gas pedal. Eat carbon, you little rainbow."
What I call the "NASCAR effect" is a consequence of what is known in social psychology as the Focus Theory of Normative Conduct. The theory holds that whenever people encounter a message about what they ought to do (e.g., save gas, buy a hybrid), and see few people actually doing it, they tend to rebel and do the opposite. If in a dirty, littered landscape there are big signs that say, "Please don't litter," people will take their cue from the environment and litter.
· Date: Sat February 21, 2009 · Views: 5416 · Filesize: 41.8kb · Dimensions: 310 x 152 ·
