sentences:  When participants were asked why they conformed, many provided reasons other than a need for accuracy.In more current research, Schultz (1999) found that households that received more normative messages describing the frequency and amount of weekly recycling began to have a direct impact on both the households' frequency and amount of their curbside recycling.The sudden change was due to the fact that "the other neighbors'" recycling habits had a direct normative effect on the household to change their recycling behaviors.