  We report three pre-registered studies (total N=1,799) exploring the effect
of nudging personal and injunctive norms in decisions that involve a trade-off
between objective equality and efficiency. The first two studies provide
evidence that: (i) nudging the personal norm has a similar effect to nudging
the injunctive norm; (ii) when both norms are nudged towards the same
direction, there is no additive effect; (iii) when the personal norm and the
injunctive norm are nudged towards opposite directions, some people tend to
follow the personal norm, while others tend to follow the injunctive norm.
Study 3 tests whether these two classes of people, those who tend to follow the
injunctive norm and those who tend to follow the personal norm, map onto the
two sub-dimensions of Aquino and Reed's moral identity scale. We find partial
evidence of this hypothesis: people higher in the symbolisation dimension are
weakly more likely to follow the injunctive norm; however, we do not find any
evidence that people higher in the internalisation dimension are more likely to
follow the personal norm.
