O7
Social norms - descriptive
We are heavily influenced by what we believe others do.
» When more than half the people participate in a behaviour (eg. 80% pay taxes), we can show this norm as a total - 8 out of 10 people pay their taxes
» When less than half the people participate (eg. 2% cycle), we show the norm as an absolute number - Join the 2,000 people that cycle everyday