I am green : The Role of Effort and Image on green Identity Signaling
Type
conference paper
Date Issued
2011-05-24
Editor(s)
Abstract
Identity signaling is a strong motivator for human behavior. We investigate whether we can nudge people to higher goals with regard to showering time reduction if they perceive a possibility to signal their green identity. In a fictional saving campaign by a utility company people saw a postcard displaying either a trendy or a non-mainstream greenie and the amount of effort (shower time reduction) that is associated with a certain reference saving goal. They chose their individual goal on the back side. We suggest that people who aim at signaling their identity choose higher goals when energy saving is associated with a non-mainstream greenie and medium effort in order to send clear identity signals to others. Our results confirm our hypotheses. Identity signaling therefore nudges people towards higher saving goals
Language
English
Keywords
Identity Signaling
Energy Conservation
Goal Setting
Image
Effort
HSG Classification
contribution to scientific community
Refereed
Yes
Publisher
EMAC European Marketing Adademy
Publisher place
Brüssel
Event Title
40th EMAC Annual Conference 2011
Event Location
Ljublijana
Subject(s)
Eprints ID
85487
File(s)![Thumbnail Image]()
Name
EMAC2010_I am green_Loock.pdf
Size
165.35 KB
Format
Adobe PDF
Checksum (MD5)
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