No abstract

This article introduces the concept of conspicuous anticonsumption and provides evidence that it can be an effective means for green demarketing brands to encourage anticonsumption. Conspicuous anticonsumption refers to practices whereby brands provide visible signals imbued with meaning that consumers use to convey environmental motivations for consumption reduction activities. Two experiments suggest that without a signal, observers perceive anticonsumers to have lower socioeconomic status. However, when a visible signal communicates environmental motivations for anticonsumption actions, negative status inferences are mitigated and perceptions of the associated brand become more favorable. These visible signals confer status and restore the symbolic benefits that are often lost when consumption is forgone. Because symbolic benefits are powerful drivers of consumption choices, conspicuous anticonsumption can appeal to a broader base of moderate consumers. This practice has the potential to reduce negative environmental impact on a societal level as well as have positive outcomes for the brand.Counter to the prosocial perspective taken in most anticonsumption literature and activist thinking, This study highlights the importance of focusing on the personal symbolic benefits and costs of anticonsumption at the individual level.

Allyship is gaining popularity as a tool to combat discrimination. We developed and tested a novel allyship positive psychology intervention (PPI). Importantly, we examined observers’ perceptions of intervention effectiveness given that observers represent the majority in many settings. Study 1 (N = 787) tested an intervention that highlighted a female employee’s identity-related strengths following a discrimination episode. Compared to communicating an organization’s diversity policy or confronting the transgressor, highlighting the target’s identity-related strengths was rated higher in terms of inclusion and vitality engendered in the target. Mediation analyses indicated that highlighting strengths was perceived as boosting the target’s vitality by signaling the ally’s sincerity and prompting inclusion. In Study 2 (N = 802), amongst various types of identity-related strengths, highlighting the target’s psychological and intellectual capital was as effective as highlighting all types of identity-related strengths combined, due to perceived sincerity. Thus, this research offers a quick, actionable and non-confrontational allyship PPI.

As witnesses to workplace sexism, male leaders have the opportunity to leverage both their relative social privilege as men and authority as leaders to enact allyship. However, allyship is fraught. Expression of indignation may be viewed by observers as unprofessional, yet a muted response may lead observers to question their motives for allyship. Further, allyship that does not hit the mark may have a ripple effect on observers' perceptions of the leader‐ally, victim, transgressor, and organization. Thus, the present research (1) examined whether emotion expression during allyship influences observers' motive inferences of the leader‐ally, (2) examined whether emotion expression influences favorability of the leader‐ally, and (3) explored how a leader‐ally's emotional (or not) allyship behavior influences observers' perceptions of the victim, transgressor, and organization. Study 1 (n = 298) showed that prejudice confrontation accompanied by anger or sadness (vs. not) is associated with intrinsic motive inferences of the leader‐ally, and anger is seen as more appropriate and sincere when confronting prejudice. Study 2 (n = 112) showed that the leader‐ally was viewed as more favorable when prejudice confrontation was accompanied by anger (vs. not) because the leader‐ally was perceived as more sincere. Finally, qualitative data from thought‐listings across both studies showed that leader‐allies' anger expression was associated with greater calls for accountability of the transgressor and more positive impressions of the organization. However, anger expression also wrought highly polarized responses toward the victim, consisting of both support and victim‐blaming. Thus, authentic but measured emotion expression during confrontation is recommended.

Anti-consumption is arguably the most impactful environmentally friendly behavior but can be very challenging for consumers and antithetical to marketing. However, it may be possible for brands to support consumers in difficult anti-consumption actions. This paper demonstrates that a conspicuous signal communicating environmental motives can encourage anti-consumption, particularly for consumers least likely to do so without it. Real social media behavioral data and two experiments show that willingness to engage in anti-consumption practices can be enhanced with use of conspicuous anti-consumption signals, specifically for consumers low-to-moderate on environmental concern and moderate-to-high on need for status, while increasing willingness-to-pay. This type of consumer is unlikely to be intrinsically motivated to reduce consumption and much more common than extremely green consumers, potentially resulting in very large positive impact. If more brands support reduced consumption, the dominant social paradigm around marketing and ever-increasing consumption could begin to shift for the good of the planet.