Building on the focus theory of normative conduct and construal level theory,the effects of temporal distance on normative appeals are discussed. The results of two experiments show that recipients respond better to injunctive norm appeals when temporally distant environmental consequences are stressed;when temporally close environmental consequences are stressed,descriptive norm appeals are more persuasive;however,this distinction between injunctive norm and descriptive norm appeals disappears when the environmental issue at hand is perceived as important. The key implication of these finding...
