Cette thèse s'intéresse à la question des changements de comportement, et notamment à la manière dont cette question s'applique au domaine informatique à travers les technologies persuasives. Dans un contexte applicatif particulier, celui de la rénovation de logements, nous nous intéressons au rôle que peuvent jouent les informations à disposition des utilisateurs sur leur façon d'élaborer leur projet de rénovation. Une façon de modifier les comportements des utilisateurs est de modifier les buts qu'ils poursuivent, soit de manière explicite, soit de manière implicite. Si l'efficacité de la première a été montrée en contexte expérimental, elle semble toutefois moins adaptée à des situations naturelles. Nous proposons donc une approche visant à modifier les buts poursuivis par les utilisateurs implicitement.Dans cette optique, nous travaillons d'abord à l'emploi de normes sociales injonctives pour inciter les utilisateurs à travailler particulièrement sur la rénovation énergétique. Au cours d'une première étude, nous comparons norme sociale injonctive et objectif arbitraire à une condition contrôle. Nous nous intéressons à la performance des participants à la tâche (améliorer la performance énergétique d'un logement) ainsi qu'à la manière dont le projet se met en place tout au long de l'étude. Les résultats montrent que norme sociale et objectif explicite ont un effet similaire sur la performance à la tâche mais différent sur l'organisation temporelle. On observe ainsi des comportements plus stables dans le cas où la norme sociale est activée, et un effet qui semble globalement moins artificiel que dans le cas où on fixe un objectif explicite à l'utilisateur. Cette première étude met également en avant la nécessité pour la norme d'être saillante, ou activée.Nous nous intéressons donc dans une deuxième étude à ce qui caractérise la saillance du message normatif.Dans la première étude, nous avions utilisé deux types d'informations différentes : le message normatif et des indices concrets relatifs au comportement désirable. Cette deuxième étude vise à distinguer ces deux informations et tester leur effet respectif. Les résultats montrent que le message normatif semble avoir un effet légèrement plus important sur la performance mais aussi plus artificiel sur les comportements des utilisateurs.Dans une troisième étude, nous nous intéressons aux caractéristiques du message, en faisant l'hypothèse qu'un message mieux perçu pourrait appuyer la saillance de la norme qu'il porte. Dans le cadre d'une collaboration avec des chercheurs en intelligence artificielle nous avons ainsi testé différents types de cadrage afin d'évaluer leur effet respectif sur la perception de l'argument auquel ils s'appliquaient.Les résultats, mitigés, montrent essentiellement que le style argumentatif (rationnel et factuel plutôt qu'émotionnel ou moral) semble avoir un poids conséquent sur la perception de l'argument. En outre, la thématique abordée par l'argument semble jouer un rôle non négligeable et devrait donc faire l'objet d'une attention particulière pour le développement d'interventions similaires.Sur le plan applicatif, nos résultats mettent d'abord en évidence la pertinence de l'utilisation des normes sociales injonctives dans un contexte de technologie persuasive. Ils montrent également que les messages portant la norme sociale doivent être conçus avec soin, en tenant compte de multiples facteurs. Sur le plan théorique, nous montrons qu'une norme sociale peut avoir un effet comparable à celui d'un objectif explicitement fixé, mais que les deux génèrent la mise en place de processus cognitifs différents. Enfin, sur le plan méthodologique, nous appliquons l'analyse de traces de l'activité au champ de l'influence sociale, ce qui, à notre connaissance, n'avait pas encore été mis en place. / This thesis deals with the question of behavioral changes, and in particular with the way this question applies to the computer domain through persuasive technologies.In a particular application context, that of the renovation of housing, we are interested in the role that the information available to users can play in the way they develop their renovation project. One way to change user behavior is to change the goals they pursue, either explicitly or implicitly. Although the effectiveness of the former has been shown in an experimental context, it seems less suitable for natural situations. We therefore propose an approach aimed at modifying the goals pursued by the users implicitly.With this in mind, we are working first on the use of injunctive social norms to encourage users to work particularly on energy renovation. In a first study, we compare injunctive social norm and goal setting to a control condition. We are interested in the performance of the participants in the task (improving the energy performance of a home) as well as the way in which the project is set up throughout the study. The results show that social norm and explicit goal have a similar effect on task performance but different on temporal organization. We also observe a more stable behavior in the case where the social norm is activated, and an effect that seems globally less artificial than in the case where we set an explicit objective to the user. This first study also highlights the need for the norm to be salient, or activated.In a second study, we focus on what characterizes the salience of the normative message. In the first study, we used two different types of information: the normative message and concrete cues of desirable behavior. This second study aims to distinguish these two types of information and test their respective effect. The results show that the normative message seems to have a slightly greater effect on performance but also more artificial on user behavior.In a third study, we are interested in the characteristics of the message, assuming that a better perceived message could support the salience of the norm it carries. As part of a collaboration with artificial intelligence researchers, we tested different types of framing to assess their respective effect on the perception of the argument to which they applied. The mixed results essentially show that the argumentative style (rational and factual rather than emotional or moral) seems to have a significant weight on the perception of the argument. In addition, the theme addressed by the argument seems to play a significant role and should therefore be given special attention for the development of similar interventions.At the application level, our results first highlight the relevance of the use of injunctive social norms in a context of persuasive technology. They also show that social standard messages must be carefully crafted, taking into account multiple factors. On the theoretical level, we show that a social norm can have an effect comparable to that of an explicitly fixed objective, but that both generate the setting up of different cognitive processes. Eventually, methodologically, we apply the analysis of traces of activity to the field of social influence, which, to our knowledge, had not yet been put in place.

Audit inquiry can be a valuable source of information for auditors, particularly when the client provides useful information about important issues that could affect the audit. Recent studies indicate that the way an audit inquiry is conducted can affect the level of cooperation in the client's response. In this study, I investigate the use of social norms as an intervention auditors could include in their inquiries to increase the likelihood of client cooperation. To test my hypotheses, I conducted a 2x2 between-subjects experiment with 138 MBA and senior accounting students who proxied for non-accounting and accounting managers, respectively. I manipulated the auditor's use of a positive descriptive norm, which informed participants that the desired behavior is typical among similar others. I also manipulated the auditor's use of a negative injunctive norm, which informed participants of social disapproval for not engaging in the desired behavior. The dependent variable was a scaled measure of the likelihood the participant would disclose useful information in their response to the auditor. I find evidence of a main effect for both social norms I test. I do not find evidence of an interaction between the two social norms. My findings contribute to the audit literature as well as to audit practice. First, I contribute to the audit literature by identifying factors that improve client cooperation with an audit inquiry, including the communication of a positive descriptive norm and a negative injunctive norm. Second, my findings contribute to practice by providing evidence that social norms included in an audit inquiry can persuade clients to cooperate with an inquiry.

Cette recherche s'intéresse aux pratiques de consommation déviantes et examine le moment où ces consommateurs sont pris dans des systèmes normatifs contradictoires : celui de l'univers de consommation et celui de leur pratique. S'adossant à l'étude de deux cas, la consommation excessive d'alcool et la pratique du jeu en réseau, les données ont été recueillies selon une approche d'inspiration ethnographique puis analysées par comparaison constante et suivant un processus itératif de codage, de catégorisation et d'abstraction des données. Adoptant une lecture interactionniste, les conclusions de l'étude présentent les principales étapes de la carrière de ces consommateurs : (1) l'engagement dans la pratique, (2) l'entrée dans la déviance, et (3) la construction d'apparences normales. En définitive, les résultats indiquent que, durant les rencontres avec des consommateurs « normaux », les déviants mettent en œuvre des méthodes de naturalisation pour négocier leur place dans l'échelle des normalités structurant l'univers de consommation. / This research focuses on deviant consumption practices. It examines when these consumers are caught in conflicting normative systems : the world of consumption and their practice. Based on an ethnographic method, two cases are studied: the excessive alcohol consumption and of online video games practice. Data were analyzed by constant comparison and an iterative process of coding, categorization and data abstraction. From an interactionist reading the findings indicate the main stages of the career of these consumers : (1) engaging in practice, (2) entry into the deviance, and (3) the construction of normal appearances. Finally, the results show that, during the meetings with 'normal' consumers, deviant mobilize naturalization methods to negotiate their place in the scale of normalities structuring the world of consumption.

The purpose of this non-positivistic mixed-methods study is to examine parental attitudes towards the use of computer and video games in their child’s classroom and to investigate how the sociocultural contexts in which parents live affect those attitudes. The research was conducted using a mixed-methods triangulation design, including both quantitative and qualitative techniques. First, the study tried to identify which groups of parents were better positioned to accept and support digital game-based learning and which groups were less likely to have a positive attitude toward integrating digital games into the classroom. This study tried to determine if socioeconomic status, age, education level, and/or cultural background could serve as a predictor of parental attitudes toward digital game-based learning. Second, the study tried to recognize how social and cultural contexts in which parents live affect their attitudes toward digital games in the classroom. Many researchers agree that parents play an important role in students’ and eventually, educators’ attitudes toward gaming. It has been argued that if parents accept a certain non-traditional (digital) learning tool, then their children would most likely have a similar attitude toward it. Parents might be the support system that educators need in order to ensure that students are able to see the educational value of video games and are willing to think critically and draw connections between what they learn in a gaming environment and core subject areas.

This essay takes aim on the issue that the concept of the best interest of the child has no distinct legal definition. This essay means to explore how the concept is constructed by the social workers in investigations about custody, accommodation and contact. Furthermore, previous research suggests that social norms have an influence on the construction of the concept. Therefore, this essay also aims to understand if this is the case and to what extent norms have an influence on the construction of the best interest of the child. Finally, the goal is also to understand how legal certainty is affected by the influence of social norms. This essay uses a content analysis of investigations that are presented in the court’s legal documents. The content analysis uses the theoretical framework from Håkan Hydéns norm model. The results show that social workers mainly use circumstances in the individual case to create meaning of what is and what is not the best interest of the child. Social workers also use their own knowledge and experience, as well as scientific knowledge. Lastly, social workers sometimes use their own interpretations, opinions and values to give meaning to what the best interest of the child means. The results also show that there is room for norms to influence the assessment of what is in the best interest of the child, but at the same time the result can’t explain to what extent social norms have an influence. Furthermore, the results show that the influence of norms may affect the legal certainty of children negatively.

Learning Management Systems (LMSs) have been an essential part of the e-Learning ecosystem since the 1990s. LMSs have been developed and widely adopted by higher education institutions around the world. Despite the instructional and financial benefits of using LMSs, the adoption and diffusion of LMSs by faculty members continues to be challenging in higher education institutions, and particularly in developing countries. The purpose of this study is to determine the factors influencing the adoption of learning management systems (LMSs) by faculty members in Saudi Arabian higher education. The study employed a mixed method approach and applied the Unified Theory of Acceptance and Use of Technology (UTAUT) to explore these factors. Specifically, the study aims to determine the extent at which Performance Expectancy (PE), Effort Expectancy (EE), Facilitating Conditions (FC), and Social Norms (SN) influence faculty members' Behavioral Intention (BI) to adopt the Blackboard LMS. It also examines the moderating roles of age, gender, experience, perceived voluntariness, and computer self-efficacy on Performance Expectancy (PE), Effort Expectancy (EE), Social Norms (SN), and Facilitating Conditions (FC). The results of the study revealed a strong and positive correlation between performance expectancy and behavioral intention for Blackboard usage. The study also found Effort Expectancy, Facilitating Conditions, and Social Norms to be significant predictors of Behavioral Intention for Blackboard usage. Additionally, the findings show no moderation effects of age, gender, perceived voluntariness, and computer self-efficacy on Performance Expectancy, Effort Expectancy, Social Norms, and Facilitating Conditions. Experience was found to have a moderation effect on the relationship between Social Norms and Behavioral Intention. / Doctor of Philosophy / Learning Management Systems (LMSs) have been an essential part of the Electronic-Learning ecosystem since the 1990s. LMSs have been developed and widely adopted by higher education institutions around the world. Despite the instructional and financial benefits of using LMSs, the usage rate of LMSs by faculty members continues to be challenging in higher education institutions, and particularly in developing countries. The purpose of this study is to determine the factors influencing the usage of learning management systems (LMSs) by faculty members in Saudi Arabian higher education. The study employed a mixed method approach and applied the Unified Theory of Acceptance and Use of Technology (UTAUT) to explore these factors. Specifically, the study aims to determine the extent at which Performance Expectancy (PE), Effort Expectancy (EE), Facilitating Conditions (FC), and Social Norms (SN) influence faculty members' Behavioral Intention (BI) to adopt the Blackboard LMS. It also examines the moderating roles of age, gender, experience, perceived voluntariness, and computer self-efficacy on Performance Expectancy (PE), Effort Expectancy (EE), Social Norms (SN), and Facilitating Conditions (FC). The results of the study revealed a strong and positive correlation between performance expectancy and behavioral intention for Blackboard usage. The study also found Effort Expectancy, Facilitating Conditions, and Social Norms to be strong predictors of Behavioral Intention for Blackboard usage.

Den här studien har undersökt hur föräldrar till barn 0-2 år i Karlstad kommun konsumerar till sina barn inom tre produktkategorier; kläder, mat och leksaker. Syftet har varit att se om att få barn kan vara en drivande faktor för att bli en mer medveten konsument. Har personernas konsumtionsbeteende förändrats efter att de har fått barn? Enkäter och fokusgrupper har använts på fyra öppna förskolor i Karlstads kommun för att samla in data. Som teoretiskt ramverk har ekologisk modernisering, politisk konsumtion samt svag och stark hållbar konsumtion använts. Inom de tre produktkategorierna går det att se vissa skillnader. Enkätsvaren säger att respondenterna handlar kläder efter behov, men fokusgrupperna talar om att de handlar för att det är roligt, ett fritidsintresse. Inom mat har många blivit noggrannare med att handla ekologiskt, främst till barnet. Det är dock inte en stark ståndpunkt eftersom de flesta väljer oekologiskt om varan inte finns som ekologisk. Kategorin leksaker hade de flesta deltagarna inte hunnit handla så mycket från än, då deras barn fortfarande är små. De uttrycker dock att det är en svår kategori att veta så mycket om och de går oftast efter vad barnet visar intresse för. Överlag går det att se ett visst förändrat beteende, men deltagarna saknar en helhetssyn över konsumtionskedjan. Resultatet visar också att föräldrarna är starkt styrda av sociala normer som bestämmer vad som anses vara ett behov. Deltagarna reflekterar inte över konsumtionsnivån utan håller sig inom svag hållbar konsumtion där de istället väljer att byta ut vissa saker mot mer hållbara alternativ. Avsaknaden av helhetssynen märks också genom att de inte praktiserar politisk konsumtion i så stor utsträckning, de räknar helt enkelt inte med sig själva i konsumtionskedjan. Detta är kvalitativ studie som möjligen skulle fått andra resultat i andra sammanhang. / This study has examined how parents of children, age 0-2, in Karlstad consumes for their children within three product categories; clothing, food and toys. The aim was to see if having children could be a driving factor to become a more aware consumer. Have the participants consumption behaviour changed after they have had children? Surveys and focus groups have been completed in four open preschools in Karlstad municipality to collect data. As a theoretical framework has ecological modernization, political consumption and weak and strong sustainable consumption been used. Within the three product categories it is possible to see some differences. The survey result say that respondents shop for clothes according to need, but the focus groups talk about that they shop because it is fun, a hobby. It has become more important for the parents to buy organic food, mostly to the child. However, it is not a strong position because most respondents choose to buy conventional produced products if they don’t have an ecological alternative in the store. Because most of the respondents children where still small they hadn’t purchased that many toys yet. They express, however, that it is a difficult category to know that much about and they usually goes on what the child shows interest for. Overall, it is possible to see some changes in behaviour, but participants lack a comprehensive view of the consumption chain. They don’t reflect on the level of consumption and so they pursue on the path of weak sustainable consumption where they consumes the same amount but change to more sustainable materials. The lack of overall vision is also evident in that they don’t practice political consumption to any wider extent, they simply don’t see their own impact on the consumption chain. The result also shows that the parents are strongly guided by social norms that sets the rules for what they consider to be their needs. This is a qualitative study and could therefore have gotten a different result in another context.

In a norm game, under certain conditions, there exist Nash equilibria of mutual cooperation. Experimental work demonstrates that even in one-shot situations the level and proportion of cooperative behavior increases if an punishment option is available to the players of a public goods game. It is therefore important to analyze conditions such that this is consistent with a rational choice approach. The paper is meant as a first step toward this task. The main result will be that nonstandard assumptions about human motivations or preferences can explain norms with sanctions even in one-shot situations. This is shown by an analysis of the norm game with two well-known recent models of fairness from behavioral game theory.

Die vorliegende Studie hat sich die Untersuchung von Reziprozitäts- und Fairnessmotiven bei der Durchsetzung von Normen der Kooperation zum Ziel gesetzt. Wenn eine Vorleistung honoriert wird, auch wenn dies nicht im unmittelbaren, eigennützigen Interesse liegt, spricht man von positiver Reziprozität. Im Fall negativer Reziprozität werden unkooperative Handlungen bestraft oder vergolten, auch wenn dies Kosten auslöst. In dieser Studie werden reziproke Handlungsorientierungen in einer spezifischen Feldsituation untersucht. Eine in neuerer Zeit des öfteren aufgegriffene und empfohlene Methode (Beck und Opp 2001) zur Messung sozialer Normen und komplexer Entscheidungssituationen ist der sog. faktorielle Survey (Vignetten-Methode). Die Vignetten-Methode ermöglicht es, Befragte mit Situationen zu konfrontieren, die komplexe Konstellationen von Merkmalen umfassen. Es lassen sich auf diese Weise die vielfältigen Bedingungen, unter denen eine Norm gilt, in Vignetten formulieren. Zwei Vignettensituationen beschreiben die Kooperationsbeziehungen zwischen Entwicklungshelfern und lokalen Partnern bzw. Rezipienten als Vertrauensbeziehungen, bei der typischerweise der Tausch einer finanziellen Leistung gegen eine materielle Leistung erfolgt. Es ergeben sich für derartige Kooperationsbeziehungen Probleme, die vergleichbar bei der Kooperation wirtschaftlicher Akteure auftreten. Aus der Perspektive des Entwicklungshelfers stellt sich die Frage unter welchen Bedingungen Vertrauen in den Rezipienten investiert wird und inwieweit er bereit ist diesen zu sanktionieren, auch wenn dies mit erheblichen (persönlichen) Kosten verbunden ist. Erste Ergebnisse zeigen, dass die Vignettentechnik ein geeignetes Instrumentarium für derartige Entscheidungsfragen ist. In einer ersten Annäherung können insbesondere für die Vertrauensvorleistung bzw. positive Reziprozität mit Laborexperimenten vergleichbare Resultate aufgezeigt werden können.

There is a saying that we should not attempt to fix what is not broken, but we cannot afford to stick tothat mindset if we want to be able to design products and services that matter to the user. We shouldbroaden our views, explore new things and see what we can learn from them and use that knowledge toexpand on our existing methods. In recent years there have been a lot of work regarding how normsinfluence us to act and feel in certain ways, what if the knowledge behind norms could be utilized withindesign? To answer this question a study was conducted where two so called norm creative methodswere tested in a series of focus groups to see what potential the methods held in regard to improvingexisting methods or serve as basis for the creation new methods within user research.