Prior behavior and wording of norm nudge requests shape compliance and reciprocity

Andrea Pittarello*, Thekla Schmidt, Assaf Segel, Ruth Mayo

*Corresponding author for this work

Research output: Contribution to journalArticlepeer-review

1 Scopus citations


We examined the effect of explicit norm nudge requests for compliance in a field study on workplace dishonesty and three controlled experiments on reciprocity. The requests were presented either with affirmation (e.g., “please pay” and “please remember to pay”) or negation (e.g., “please, do not forget to pay”) and solicited by either one person or three people who were also the beneficiaries of compliance. We also explored how these requests affected first time and repeated behaviors. We found no effect of the number of people soliciting the requests. However, we did find that for first-time behaviors, any request increased compliance compared with no request, and those worded with affirmation were more effective than those worded with negation. We replicated this pattern in repeated behaviors—both at the group and at the individual level—but only when the initial compliance, before the request, was low. Importantly, no increase emerged when individuals did not receive requests, showing that requests only, and not regression to the mean, explained the effect.

Original languageAmerican English
Article numbere2327
JournalJournal of Behavioral Decision Making
Issue number4
StatePublished - Oct 2023

Bibliographical note

Publisher Copyright:
© 2023 The Authors. Journal of Behavioral Decision Making published by John Wiley & Sons Ltd.


  • compliance
  • morality
  • norms
  • nudges
  • reciprocity


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