18-B: Jumping on the Bandwagon Or Seeking Novelty: an Experimental Study on the Effectiveness of Heuristics to Promote Pro-Environmental Behavior.
This study examines the impact of two distinct forms of heuristics (bandwagon and novelty) when promoting sustainable behavior. Results show that the effect of a bandwagon heuristic is mediated by normative influence, while novelty heuristic is mediated by perceived uniqueness. In addition, the self-concept regulates the susceptibility for the heuristic.
Liselot Hudders, Veroline Cauberghe, and Carla Mingolla (2017) ,"18-B: Jumping on the Bandwagon Or Seeking Novelty: an Experimental Study on the Effectiveness of Heuristics to Promote Pro-Environmental Behavior.", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 1034-1034.
Liselot Hudders, University of Ghent, Belgium
Veroline Cauberghe, University of Ghent, Belgium
Carla Mingolla, University of Ghent, Belgium
NA - Advances in Consumer Research Volume 45 | 2017
Believing in and Reacting to Rumors: The Role of Congruity and Nature of Existing Predisposition
Satadruta Mookherjee, SUNY Binghamton, USA
Subimal Chatterjee, SUNY Binghamton, USA
M13. Keep Consistency in Good Old Days: The Effect of Nostalgia on Consumers' Consistency Seeking Behavior
Yafeng Fan, Tsinghua University
Jing Jiang, Renmin University of China
Beyond Needs and Wants: How Networked Hyper-rational Economic Actors “Win” the Deal but “Lose” the Shopping Trip
Colin Campbell, University of San Diego, USA
Hope Schau, University of Arizona, USA