Descriptive norms nudge meaningful engagement for the third age: two experimental studies

Abstract

Meaningful engagement of older adults in social activities is seen as a key area for active aging and a core element of healthy aging. This study aims to refine the understanding of how social norms can nudge social participation of older adults and explore the mechanisms and applicable boundaries of descriptive norms on Third Age social participation. Through an online platform survey, Study 1 (N = 175) found that descriptive norms have a positive impact on older individuals' participation in volunteer activities, with self-efficacy playing an important mediating role between descriptive norms and the willingness to participate. Study 2 (N = 526), implemented via a 2 × 2 between-subjects experimental design, indicated an interaction between descriptive norms and perceived subjective age. Individuals with a higher perceived subjective age are more influenced by descriptive norms, which boosts self-efficacy and, consequently, their willingness to participate. In conclusion, this study discusses the connections between descriptive norms, self-efficacy, subjective age, and volunteer participation, while providing empirical insights into the psychological mechanisms that nudge active aging. These findings are valuable for policy design and communication focused on fostering age-friendly societies.

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