Breaking the Status Quo: Using Ideology and Conviction to Increase Adoption of Green Behaviors

This research explores the mechanisms underlying psychological conservatism and liberalism that influence conviction and ultimately the adoption of green behaviors. An alternative perspective is provided for breaking the status quo behavior that is at the root of conviction, allowing individuals to become more open to new information. Additionally, tailored messages are developed to facilitate focal behaviors based on conservative and liberal thinking.


Blair Kidwell, Adam Farmer, and David Hardesty (2011) ,"Breaking the Status Quo: Using Ideology and Conviction to Increase Adoption of Green Behaviors", in NA - Advances in Consumer Research Volume 38, eds. Darren W. Dahl, Gita V. Johar, and Stijn M.J. van Osselaer, Duluth, MN : Association for Consumer Research.


Blair Kidwell, University of Kentucky, USA
Adam Farmer, University of Kentucky, USA
David Hardesty, University of Kentucky, USA


NA - Advances in Consumer Research Volume 38 | 2011

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