Optionally Green: the Role of Green Attribute Optionality in Influencing Performance Evaluations

Extending past literature on innovation and choice architecture, we find that green attribute optionality enhances performance evaluations when the attribute represents an opt-in default policy. Moreover, we explore the moderating variable of cognitive style and the mediating mechanism of green product typicality.


Bryan Usrey, Dayananda Palihawadana, Charalampos Saridakis, and Aristeidis Theotokis (2017) ,"Optionally Green: the Role of Green Attribute Optionality in Influencing Performance Evaluations", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 926-927.


Bryan Usrey, University of East Anglia, UK
Dayananda Palihawadana, Leeds University, UK
Charalampos Saridakis, Leeds University, UK
Aristeidis Theotokis, Leeds University, UK


NA - Advances in Consumer Research Volume 45 | 2017

Share Proceeding

Featured papers

See More


How Do Consumers React to Anthropomorphized Brand Alliance? Applying Interpersonal Expectations to Business-to-Business Relationships

DONGJIN HE, Hong Kong Polytechic University
Fangyuan Chen, Hong Kong Polytechic University
Yuwei Jiang, Hong Kong Polytechic University

Read More


K5. Advertising Organizational Culture as a Selling Tactic for For-Profit Organizations

Dejun Tony Kong, University of Houston, USA
Maria Ng, University of Houston, USA

Read More


H10. No Pain, No Out-of-Box Thinking: An Examination of the Effects of Self-Threat on Creativity

Huan You, University of Manitoba, Canada
Fang Wan, University of Manitoba, Canada
Luke Zhu, University of Manitoba, Canada
Haiyang Yang, Johns Hopkins University

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.