In a study by Goldstein and colleagues (2008), the effectiveness of a campaign to encourage hotel patrons to re-use towels was assessed. The results of this study showed that patrons were most likely to re-use their towels when:

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The study found that informing guests that 75% of previous guests in their specific room re-used their towels was the most effective method in encouraging towel reuse. This personalized information likely created a social norm and encouraged guests to follow suit. Option A refers to out-group members, which may not have as strong of an influence on behavior as in-group members. Option B appeals to a general sense of environmentalism but may not provide a specific incentive to reuse towels. Option D may be perceived as guilt-inducing or negative, which may not be effective for behavior change.

In a Study by Goldstein and Colleagues (2008), the Effectiveness