Free Bumperstickers For a Better Future: the Long Term Effect of the Labeling Technique.

Free bumper stickers for a better future:  The long term effect of the labeling technique.

 

Gert Cornelissen, Catholic University Leuven, Belgium

Siegfried Dewitte, Catholic University Leuven, Belgium

Luk Warlop, Catholic University Leuven, Belgium

Arnaud LiƩgeois, Catholic University of Louvain, Belgium

Vincent Yzerbyt, Catholic University of Louvain, Belgium

Olivier Corneille, Catholic University of Louvain, Belgium

 

 

Abstract

 

We compared the labeling technique with a traditional social marketing campaign, providing thought-provoking arguments, regarding their long term effect on ecological behavior.  In this study (n = 241), we provided participants either with an ecological, self-descriptive label, an information-based campaign promoting ecological behavior or no information at all, and compared behavior in a repeated social dilemma situation, framed as an ecological task.  We found that labeling outperforms classical campaigns on the longer term.  We did not observe the expected interaction with mental load.



Citation:

Gert Cornelissen, Siegfried Dewitte, and Luk Warlop,Arnaud Liégeois,Vincent Yzerbyt (2006) ,"Free Bumperstickers For a Better Future: the Long Term Effect of the Labeling Technique.", in NA - Advances in Consumer Research Volume 33, eds. Connie Pechmann and Linda Price, Duluth, MN : Association for Consumer Research, Pages: 284-285.

Authors

Gert Cornelissen, Catholic University Leuven, Belgium
Siegfried Dewitte, Catholic University Leuven, Belgium
Luk Warlop,Arnaud Liégeois,Vincent Yzerbyt, Catholic University Leuven, Belgium,Catholic University of Louvain, Belgium,Catholic



Volume

NA - Advances in Consumer Research Volume 33 | 2006



Share Proceeding

Featured papers

See More

Featured

When Buffers Backfire: Corporate Social Responsibility Reputation and Consumer Response to Corporate Ethical Transgressions

Marlene Vock, Amsterdam Business School, University of Amsterdam
Adrian Ward, University of Texas at Austin, USA
Margaret C. Campbell, University of Colorado, USA

Read More

Featured

L13. The Recipient Effect on Consumers’ Preference for Products Displayed in Different Horizontal Locations

Sheng Bi, Washington State University, USA
Nik Nikolov, Washington State University, USA
Julio Sevilla, University of Georgia, USA

Read More

Featured

Round It Up: Preference Exists for Rounded Totals (PERT)

Varun Sharma, Bocconi University, Italy
aradhna krishna, University of Michigan, USA
Zachary Estes, Bocconi University, Italy

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.