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
M6. Approaching Negative Experience
Liang Shen, Shanghai Jiao Tong University
Fengyan Cai, Shanghai Jiao Tong University
Ying Yu, Huazhong Agricultural University
The Effect of Psychological Control on Temporal Discounting: Conceptual and Methodological Implications
Kelly Kiyeon Lee, Georgetown University, USA
Selin A. Malkoc, Ohio State University, USA
Derek Rucker, Northwestern University, USA
H5. Being Looked Up or Being Looked Down? The Divergent Effects of Camera Angle on Nonanthropomorphized and Anthropomorphized Product in Ads
Changchun Xuan, Xiamen University
Rui Chen, Xiamen University
Jing Jiang, Suzhou Broadcasting System
Bin Yu, Tsingtao Brewery Company Limited
Jingjia Peng, Icartoon Culture & Media Corporation ltd
Shengdong Lin, Xiamen University