Whatever People Say I Am That's What I Am: Social Labeling As a Social Marketing Tool

In this paper, we present a procedure to apply the social labeling technique as a social marketing tool. With four studies, we tested its potential for the promotion of pro-environmental consumer behavior. Results indicate that communicating a social label, following an environmentally friendly behavior that was not motivated by pro-environmental concerns, leads distracted consumers to re-attribute that behavior. Subsequently, they are likely to act upon the resulting self-perception as an environmentally friendly person. Social labeling showed to be more successful when cognitive resources are distracted, either at the moment of processing the label, or at the moment of making decisions related to the content of the label.



Citation:

Gert Cornelissen, Siegfried Dewitte, Luk Warlop, and Vincent Yzerbyt (2008) ,"Whatever People Say I Am That's What I Am: Social Labeling As a Social Marketing Tool", in NA - Advances in Consumer Research Volume 35, eds. Angela Y. Lee and Dilip Soman, Duluth, MN : Association for Consumer Research, Pages: 837-837.

Authors

Gert Cornelissen, Universitat Pompeu Fabra, Spain
Siegfried Dewitte, Katholieke Universiteit Leuven, Belgium
Luk Warlop, Katholieke Universiteit Leuven, Belgium
Vincent Yzerbyt, Katholieke Universiteit Leuven, Belgium



Volume

NA - Advances in Consumer Research Volume 35 | 2008



Share Proceeding

Featured papers

See More

Featured

Data... the 'Hard' & 'Soft' of it: Impact of Embodied Metaphors on Attitude Strength

Sunaina Shrivastava, University of Iowa, USA
Gaurav Jain, Rensselaer Polytechnic Institute
JaeHwan Kwon, Baylor University
Dhananjay Nayakankuppam, University of Iowa, USA

Read More

Featured

Trust in the Holy or the Material: The Combined Impact of Religiousness and Materialism on Life Satisfaction

Kelly Gabriel, Vilanova University, USA
Aronte Bennett, Vilanova University, USA

Read More

Featured

A5. Trusting the Tweeting President: Inside the Donald's reality: Gaslighting, pschometrics and social media

Dianne Dean, University of Hull
Fiona Walkley, Hull University Business School
Robin Croft, Brunel 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.