18-B: Jumping on the Bandwagon Or Seeking Novelty: an Experimental Study on the Effectiveness of Heuristics to Promote Pro-Environmental Behavior.

Liselot Hudders, University of Ghent, Belgium
Veroline Cauberghe, University of Ghent, Belgium
Carla Mingolla, University of Ghent, Belgium
This study examines the impact of two distinct forms of heuristics (bandwagon and novelty) when promoting sustainable behavior. Results show that the effect of a bandwagon heuristic is mediated by normative influence, while novelty heuristic is mediated by perceived uniqueness. In addition, the self-concept regulates the susceptibility for the heuristic.
[ to cite ]:
Liselot Hudders, Veroline Cauberghe, and Carla Mingolla (2017) ,"18-B: Jumping on the Bandwagon Or Seeking Novelty: an Experimental Study on the Effectiveness of Heuristics to Promote Pro-Environmental Behavior.", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 1034-1034.