Commitment and Behavior Change: Evidence From the Field

This work explores commitments as a mechanism for increasing individuals’ compliance with eco-friendly behavior. Results of a field experiment conducted at a hotel show that a specific guest commitment to practice sustainable behavior, coupled with a public symbol of that commitment, significantly increased participation in towel reuse, arguably via signaling.


Katie Baca-Motes, Amber Brown, Ayelet Gneezy, Elizabeth Keenan, and Leif Nelson (2013) ,"Commitment and Behavior Change: Evidence From the Field", in E - European Advances in Consumer Research Volume 10, eds. Gert Cornelissen, Elena Reutskaja, and Ana Valenzuela, Duluth, MN : Association for Consumer Research, Pages: 5-8.


Katie Baca-Motes, Disney Research
Amber Brown, Disney Research
Ayelet Gneezy, University of California San Diego, USA
Elizabeth Keenan, University of California San Diego, USA
Leif Nelson, University of California Berkeley, USA


E - European Advances in Consumer Research Volume 10 | 2013

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