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
Proximity Bias: Interactive Effects of Event Valence and Event Nearness on Probability Estimates
Jennifer Seok Hwa Hong, New York University, USA
Chiara Longoni, Boston University, USA
Vicki G. Morwitz, New York University, USA
B4. Prestige is the Truth: Luxury Branding Drives for Fairness Perception of Non-physical Attribute Based Dynamic Pricing
Edward Yuhang Lai, Virginia Tech, USA
Cindy Yoonjoung Heo, Ecole hôtelière de Lausanne
K12. Use language to change people’s mind: The persuasive power of online marketing communications
Xun He, Katholieke University Leuven, Belgium
Barbara Briers, Vlerick Business School
Luk Warlop, Norwegian School of Management, Norway