3 different messages/appeals were displayed in various hospital bathrooms to encourage people to use soap and hand sanitizers:-
1. Hand hygiene saves you [appeal to self-interest]
2. Hand hygiene is good for the patient [appeal to purpose]
3. Gel in, wash out [catchy messaging]
The research team then weighed the amount of sanitizer used and found that the purpose message worked the best by far.
A similar study with university office workers, who worked on collecting alumni donations, showed that a 5 minute session every morning that shared stories about students who benefited from alumni donation scholarship doubled the number of weekly pledges they collected.
So, if we are looking to appeal to people to change behavior, perhaps we could consider an appeal to purpose of the change.