Whatever People Say I Am That's What I Am: Social Labeling As a Social Marketing Tool

Gert Cornelissen, Universitat Pompeu Fabra, Spain
Siegfried Dewitte, Katholieke Universiteit Leuven, Belgium
Luk Warlop, Katholieke Universiteit Leuven, Belgium
Vincent Yzerbyt, Katholieke Universiteit Leuven, Belgium
In this paper, we present a procedure to apply the social labeling technique as a social marketing tool. With four studies, we tested its potential for the promotion of pro-environmental consumer behavior. Results indicate that communicating a social label, following an environmentally friendly behavior that was not motivated by pro-environmental concerns, leads distracted consumers to re-attribute that behavior. Subsequently, they are likely to act upon the resulting self-perception as an environmentally friendly person. Social labeling showed to be more successful when cognitive resources are distracted, either at the moment of processing the label, or at the moment of making decisions related to the content of the label.
[ to cite ]:
Gert Cornelissen, Siegfried Dewitte, Luk Warlop, and Vincent Yzerbyt (2008) ,"Whatever People Say I Am That's What I Am: Social Labeling As a Social Marketing Tool", in NA - Advances in Consumer Research Volume 35, eds. Angela Y. Lee and Dilip Soman, Duluth, MN : Association for Consumer Research, Pages: 837-837.