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

Share Proceeding

Featured papers

See More


Contagion and Product Physicality A Study of Consumer Response to Recycled-Content Products

Qizhou Wang, University of Connecticut, USA
David Norton, University of Connecticut, USA
Robin A. Coulter, University of Connecticut, USA
William T. Ross, Jr., University of Connecticut, USA

Read More


J13. The Good and Bad of a Delayed Indulgence: Effects on Self-Perceptions and Purchase Satisfaction

Argiro Kliamenakis, Concordia University, Canada
Kamila Sobol, Concordia University, Canada

Read More


O4. Will Winning Always Encourage Risk Taking? The Effect of Competition Results and the Closeness of These Results

Beixi Wen, Renmin University of China
En-Chung Chang, Renmin University of China
Chunya Xie, Renmin University of China

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.