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A green paradox : Validating green choices has ironic effects on behavior, cognition, and perception

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2014

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Longoni, Chiara
Oettingen, Gabriele

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http://nbn-resolving.de/urn:nbn:de:bsz:352-262772
DOI (zitierfähiger Link)
https://doi.org/10.1016/j.jesp.2013.09.010
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Journal of Experimental Social Psychology. 2014, 50, pp. 158-165. ISSN 0022-1031. Available under: doi: 10.1016/j.jesp.2013.09.010

Zusammenfassung

Does validating the purchase of green products hamper subsequent green behaviors in people committed to the identity goal of being green? Positive feedback on purchasing green products led to less recycling compared to negative feedback, with no feedback participants lying in between (Study 1). Assuming that receiving positive feedback on buying green products results in a state of goal completeness, we hypothesized and observed that constructs (e.g., earth) related to being green were the least accessible in positive feedback participants as compared to no feedback and (even more so) to negative feedback participants (Study 2). This pattern of results also emerged with respect to the perception of the color green (i.e., a green patch was perceived the least green by positive feedback participants; Study 3). These findings suggest that being praised for buying green creates a state of goal completeness that hampers subsequent striving for the aspired-to identity goal.

Zusammenfassung in einer weiteren Sprache

Fachgebiet (DDC)
150 Psychologie

Schlagwörter

Self completion theory, Identity goal, Consumer behavior, Green consumption, Goal completeness

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ISO 690LONGONI, Chiara, Peter M. GOLLWITZER, Gabriele OETTINGEN, 2014. A green paradox : Validating green choices has ironic effects on behavior, cognition, and perception. In: Journal of Experimental Social Psychology. 2014, 50, pp. 158-165. ISSN 0022-1031. Available under: doi: 10.1016/j.jesp.2013.09.010
BibTex
@article{Longoni2014green-26277,
  year={2014},
  doi={10.1016/j.jesp.2013.09.010},
  title={A green paradox : Validating green choices has ironic effects on behavior, cognition, and perception},
  volume={50},
  issn={0022-1031},
  journal={Journal of Experimental Social Psychology},
  pages={158--165},
  author={Longoni, Chiara and Gollwitzer, Peter M. and Oettingen, Gabriele}
}
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