When do normative appeals influence sustainable consumer behaviors?
WHITE, KATHERINE
When do normative appeals influence sustainable consumer behaviors? - 2013 - 78-95
The authors explore how injuctive appeals, descriptive appeals and benefit appeals can encorage consumers to engage in relatively unfamiliar sustainable behaviors such as grasscycling and composting. Across one field study and three laboratory studies, the authors demonstrate that the effectiveness of the appeal type depends on wheather the individual or collective level of the self is activated.
CONSUMER BEAHVIOR
658.8342
When do normative appeals influence sustainable consumer behaviors? - 2013 - 78-95
The authors explore how injuctive appeals, descriptive appeals and benefit appeals can encorage consumers to engage in relatively unfamiliar sustainable behaviors such as grasscycling and composting. Across one field study and three laboratory studies, the authors demonstrate that the effectiveness of the appeal type depends on wheather the individual or collective level of the self is activated.
CONSUMER BEAHVIOR
658.8342