![]() ![]() As predicted, a field study of a programme that promotes residential solar panel installation in 58 towns in the United States-comprising 1.4 million residents in total-found that community organizers who themselves installed through the programme recruited 62.8% more residents to install solar panels than community organizers who did not. Based on this logic, people who themselves engage in a given behaviour will be more effective advocates for that behaviour than people who merely extol its virtues-specifically because engaging in a behaviour credibly signals a belief in its value. We do so by applying the cultural evolutionary theory of credibility-enhancing displays3, which argues that beliefs are spread more effectively by actions than by words alone-because actions provide information about the actor’s true beliefs. Here we examine how advocates can successfully promote non-normative (that is, rare or unpopular) public goods. ![]() This is because most tools for increasing cooperation-such as reputation concerns and information about social norms-are typically effective only for behaviours that are commonly practiced, or at least generally agreed upon as being desirable. Promoting the adoption of public goods that are not yet widely accepted is particularly challenging.
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