Free Bumperstickers For a Better Future: the Long Term Effect of the Labeling Technique.

Gert Cornelissen, Catholic University Leuven, Belgium
Siegfried Dewitte, Catholic University Leuven, Belgium
Luk Warlop, Catholic University Leuven, Belgium
Arnaud Liégeois, Catholic University Leuven, Belgium

Free bumper stickers for a better future:  The long term effect of the labeling technique.

 

Gert Cornelissen, Catholic University Leuven, Belgium

Siegfried Dewitte, Catholic University Leuven, Belgium

Luk Warlop, Catholic University Leuven, Belgium

Arnaud Liégeois, Catholic University of Louvain, Belgium

Vincent Yzerbyt, Catholic University of Louvain, Belgium

Olivier Corneille, Catholic University of Louvain, Belgium

 

Abstract

 

We compared the labeling technique with a traditional social marketing campaign, providing thought-provoking arguments, regarding their long term effect on ecological behavior.  In this study (n = 241), we provided participants either with an ecological, self-descriptive label, an information-based campaign promoting ecological behavior or no information at all, and compared behavior in a repeated social dilemma situation, framed as an ecological task.  We found that labeling outperforms classical campaigns on the longer term.  We did not observe the expected interaction with mental load.
[ to cite ]:
Gert Cornelissen, Siegfried Dewitte, Luk Warlop, and Arnaud Liégeois (2006) ,"Free Bumperstickers For a Better Future: the Long Term Effect of the Labeling Technique.", in NA - Advances in Consumer Research Volume 33, eds. Connie Pechmann and Linda Price, Duluth, MN : Association for Consumer Research, Pages: 284-285.