The Influence of Descriptive Norm on Conservation Behavior: the Moderating Role of Construal Level
This research proposed spatial distance, a dimension of psychological distance, as an underlying mechanism of the distinctive effect of provincial norms (vs. general norms) by examining the moderating role of Construal Level Theory. The Findings demonstrated that provincial (general) norms are more effective when paired with low (high) construal level.
Citation:
Yuhosua Ryoo, Young Shin Sung, Yongjun Sung, and Na Kyong Hyun (2015) ,"The Influence of Descriptive Norm on Conservation Behavior: the Moderating Role of Construal Level", in AP - Asia-Pacific Advances in Consumer Research Volume 11, eds. Echo Wen Wan, Meng Zhang, and , Duluth, MN : Association for Consumer Research, Pages: 293-294.
Authors
Yuhosua Ryoo, Korea University, South Korea
Young Shin Sung, Korea University, South Korea
Yongjun Sung, Korea University, South Korea
Na Kyong Hyun, Korea University, South Korea
Volume
AP - Asia-Pacific Advances in Consumer Research Volume 11 | 2015
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