Participants tasted two cups of coffee, decided which they preferred, and then rated each coffee. They were told (in lure) that one of the cups contained “eco-friendly” coffee while the other did not, although the two cups contained identical coffee. In Experiments 1 and 3, but not in Experiment 2, the participants were also told which cup contained which type of coffee before they tasted. The participants preferred the taste of, and were willing to pay more for, the “eco-friendly” coffee, at least those who scored high on a questionnaire on attitudes toward sustainable consumer behavior (Experiment 1). High sustainability consumers were also willing to pay more for “eco-friendly” coffee, even when they were told, after their decision, that they preferred the non-labeled alternative (Experiment 2). Moreover, the eco-label effect does not appear to be a consequence of social desirability, as participants were just as biased when reporting the taste estimates and willingness to pay anonymously (Experiment 3). Eco labels not only promote a willingness to pay more for the product but also lead to a more favorable perceptual experience of it.
a b s t r a c tConsumers believe that ''eco-labeled'' products taste better, which, at least in part, may be an effect of the label. The purpose of the current series of experiments was to examine some mechanisms and limits of this eco-label effect. In Experiment 1, an eco-label effect of similar magnitude was found for taste ratings of both conventional and organic bananas. Experiment 2 showed eco-label effects for a wider range of judgmental dimensions (i.e., health, calories, vitamins/minerals, mental performance, and willingness to pay) and the effect was about the same in magnitude for judgments of grapes and raisins. Experiment 3, with water as the tasted product, found no eco-label effect on judgments of taste, calories and vitamins/minerals, but an effect on willingness to pay, judgments of health benefits and judgments of mental performance benefits. Experiments 2 and 3 also included questionnaires on social desirability traits, schizotypal traits and pro-environmental consumer traits. The last was the strongest predictor of the eco-label effect amongst the three. In all, the eco-label effect is a robust phenomenon, but depends on interactions between product type and judgmental dimension. Implications for several accounts of the effect are discussed.
This article reports 2 experiments that examine techniques to shield against the potentially disruptive effects of task-irrelevant background speech on proofreading. The participants searched for errors in texts that were either normal (i.e., written in Times New Roman font) or altered (i.e., presented either in Haettenschweiler font or in Times New Roman but masked by visual noise) in 2 sound conditions: a silent condition and a condition with background speech. Proofreading for semantic/contextual errors was impaired by speech, but only when the text was normal. This effect of speech was completely abolished when the text was written in an altered font (Experiment 1) or when it was masked by visual noise (Experiment 2). There was no functional difference between the 2 ways to alter the text with regard to the way the manipulations influenced the effects of background speech on proofreading. The results indicate that increased task demands, which lead to greater focal-task engagement, may shield against the distracting effects of background speech on proofreading.
Visiting or viewing nature environments can have restorative psychological effects, while exposure to the built environment typically has less positive effects. A classic view is that this difference in restorative potential of nature and built environments depends on differences in the intrinsic characteristics of the stimuli. In addition, an evolutionary account is often assumed whereby restoration is believed to be a hardwired response to nature’s stimulus-features. Here, we propose the novel hypothesis that the restorative effects of a stimulus do not entirely depend on the stimulus-features per se, but also on the meaning that people assign to the stimulus. Participants conducted cognitively demanding tests prior to and after a brief pause. During the pause, the participants were exposed to an ambiguous sound consisting of pink noise with white noise interspersed. Participants in the “nature sound-source condition” were told that the sound originated from a nature scene with a waterfall; participants in the “industrial sound-source condition” were told that the sound originated from an industrial environment with machinery; and participants in the “control condition” were told nothing about the sound origin. Self-reported mental exhaustion showed that participants in the nature sound-source condition were more psychologically restored after the pause than participants in the industrial sound-source condition. One potential interpretation of the results is that restoration from nature experiences depends on learned, positive associations with nature; not only on hardwired responses shaped by evolution.
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