Title: Positive cueing: Promoting sustainable consumer behavior by cueing common environmental behaviors as environmental
Authors: Cornelissen, Gert ×
Pandelaere, Mario
Warlop, Luk
Dewitte, Siegfried #
Issue Date: 2008
Series Title: International Journal of Research in Marketing vol:25 pages:46-55
Abstract: People frequently fail to see themselves as environmentally conscious consumers; one reason for this is that they are oftentimes prone to dismissing their more common ecological behaviors (e.g., avoid littering) as non-diagnostic for that particular self-image. The cueing of commonly performed ecological behaviors as environmentally friendly (what we call positive cueing) renders both cued and non-cued common ecological behaviors more diagnostic for the inference of pro-environmental attitudes (Study 1). As a result, positive cueing increases the likelihood that people will see themselves as consumers who are concerned with the degree to which their behavior is environmentally responsible (Study 2). The cueing of common ecological behaviors leads participants to choose environmentally friendly products with greater frequency, and even to use scrap paper more efficiently (Study 3). We discuss the implications for effective social marketing campaigns.
ISSN: 0167-8116
Publication status: published
KU Leuven publication type: IT
Appears in Collections:Research Centre for Marketing and Consumer Science, Leuven
Leuven School for Mass Communication Research
× corresponding author
# (joint) last author

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