Do sustainable products make us prevention focused?

Bullard, Olya; Manchanda, Rajesh V.

doi:10.1007/s11002-012-9221-2

Cited by 40 publications

(51 citation statements)

References 23 publications

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“…While Bullard and Manchanda (2013) argue sustainable marketing makes people more prevention focused and they prefer prevention messages; our research contradicts their findings as we found prevention-focused people considered the promotion message to be more persuasive, generating less perceived threat, and having higher hedonic value.…”

Section: Discussioncontrasting

confidence: 98%

“…For instance when examining green versus non-green advertising, Ku et al (2013) found green product messages were perceived as more persuasive by those with a prevention focus than those with a promotion focus. However, in another study, green messages were perceived as more persuasive than non-green messages by both prevention-and promotion-focused individuals (Bullard and Manchanda 2013). In other words, green messages were better perceived regardless of an individual's regulatory focus (Bullard and Manchanda 2013).…”

Section: Regulatory Focusmentioning

confidence: 92%

“…However, in another study, green messages were perceived as more persuasive than non-green messages by both prevention-and promotion-focused individuals (Bullard and Manchanda 2013). In other words, green messages were better perceived regardless of an individual's regulatory focus (Bullard and Manchanda 2013). Similarly, Cornelis et al (2012) research delivered mixed results.…”

Section: Regulatory Focusmentioning

confidence: 95%

“…While regulatory fit theory has been also applied within environmental marketing (Bullard and Manchanda 2013;Kareklas et al 2012), its usage to test environmental advertising has been limited (e.g., Ku et al 2013;Roy and Phau 2014). For instance when examining green versus non-green advertising, Ku et al (2013) found green product messages were perceived as more persuasive by those with a prevention focus than those with a promotion focus.…”

Section: Regulatory Focusmentioning

confidence: 99%

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Appealing to Goodwill or YOLO-Promoting Conservation Volunteering to Millennials

Nisbett

Strzelecka

2016

Voluntas

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Volunteer travel opportunities are more plentiful than ever and are now offered worldwide, with conservation projects being an increasingly popular choice. Some of the emerging questions in this field are concerned with the effective communication of these opportunities to young people. One theory that could guide the creation of these persuasive campaigns for conservation volunteering is regulatory focus theory. By adopting this theory, we reveal yet another possibility for understanding motivations of conservation volunteers. Results of the experiment suggest promotion messages are better received (more persuasive) because they induce expectations in line with general view of conservation volunteering as a hedonic experience. Moreover, this study is the first one of its kind to show this important effect of environmental attitudes on individuals' responses to promotional messages about conservation volunteering travel.Résumé Les occasions de voyage bénévole sont plus nombreuses que jamais et désormais offertes partout dans le monde, les projets de conservation en constituant un choix de plus en plus populaire. Dans ce domaine, des questions émergentes portent sur la communication efficace de ces occasions aux jeunes. Une des théories qui pourraient orienter la création de ces campagnes de persuasion pour le bénévolat dans le domaine de la conservation est la théorie à focalisation réglementaire. En l'adoptant, nous pouvons mieux comprendre les motivations des bénévoles oeuvrant dans le domaine de la conservation. Les résultats de l'expérimentation suggèrent & Marianna Strzelecka marianna.strzelecka@lnu.se

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Section: Discussioncontrasting

confidence: 98%

Section: Regulatory Focusmentioning

confidence: 92%

Section: Regulatory Focusmentioning

confidence: 95%

Section: Regulatory Focusmentioning

confidence: 99%

See 2 more Smart Citations

Appealing to Goodwill or YOLO-Promoting Conservation Volunteering to Millennials

Nisbett

Strzelecka

2016

Voluntas

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“…Moreover, 554 these consumers may feel that a proposed change is right for an individual with their 555 identity when they recognize its promotion-or prevention benefits. Although some 556 studies suggest that it may be easier and more convincing to market sustainable 557 products with prevention-framed appeals (Bullard & Manchanda, 2013), the potential 558 contribution that promotion motivation can make should not be neglected. The 559 relationship between affinities and value motivation can help to understand the full 560 range of the potential promotion-or prevention benefits of products (or diets), for 561 instance, in terms of ideals to be achieved or responsibilities to be met.…”

mentioning

confidence: 99%

Food and value motivation: Linking consumer affinities to different types of food products

Boer

Schösler

2016

Appetite

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Do consumers care about morality? A review and framework for understanding morality's marketplace influence

Philipp-Muller

Teeny

Petty

2021

Consumer Psychology Review

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There are many ways consumers' morality has been shown to impact their marketplace behavior. We present a theoretical framework for how to conceive of and study marketplace morality in an attempt to unify these disparate findings. First, we describe two common conceptualizations of marketplace morality: (a) the attributelevel approach (where a product attribute fits within a category that is normatively considered moral) and (b) the person-level approach (where consumers differ in the extent to which they dispositionally value morality). We then introduce a third conceptualization: (c) the attitude-level approach (where consumers differ in the extent to which they see their relevant attitude as based in their morality). Through this approach, we demonstrate morality's predictive utility for consumers' marketplace behaviors and help explain why other research could have found mixed evidence for

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Do sustainable products make us prevention focused?

Cited by 40 publications

References 23 publications

Appealing to Goodwill or YOLO-Promoting Conservation Volunteering to Millennials

Appealing to Goodwill or YOLO-Promoting Conservation Volunteering to Millennials

Food and value motivation: Linking consumer affinities to different types of food products

Do consumers care about morality? A review and framework for understanding morality's marketplace influence

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