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Schultz, P.W., Nolan, J.M., Cialdini, R.B., Goldstein, N.J. and Griskevicius, V. (2007) The Constructive, Destructive, and Reconstructive Power of Social Norms. Psychological Science, 18, 429-434.
http://dx.doi.org/10.1111/j.1467-9280.2007.01917.x

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