“Doing Good” versus “Being Good”: The interplay between pride appeals and regulatory-focused messages in green advertising

Many consumers feel proud of making green choices, which is of crucial relevance to explaining environmentally responsible behaviors. However, compared to other self-conscious emotions, such as guilt and shame, little research attention has been paid to the role of pride in green consumerism. Through conducting two online experimental surveys, this research examined what features of a message induce the two facets of the emotion pride—authentic and hubristic—and how pride appeals interact with message frames having different regulatory foci. In Study 1, participants revealed more favorable eco-friendly attitudes and intentions when hubristic pride appeals were combined with promotion-focused messages (detailing the positive benefits of using the green product), and when authentic pride appeals were matched with prevention-focused messages (emphasizing the negative consequences averted by using the green product). Study 2 replicated and supported the proposed matching hypotheses while including a control condition. Findings of this research will add to a growing body of literature on pride as a discrete emotion and its carryover effects on persuasion while providing guidelines to help practitioners design green advertising campaigns.     

Children's developing understanding of the motivational role of affect: An attributional analysis

This research examined children's developing understanding of relations between attributions, affects, and intended social behavior. Three scenarios involving exam success, making a baseball team, and a bicycle collision were constructed to elicit, respectively, either pride, gratitude, or guilt in a target child. In Experiment 1, two story conditions varied the locus (internal or external) of the cause of the outcome in the pride scenario and the controllability of the cause in the gratitude and guilt scenarios. For each condition, children aged 5 to 11 made judgments about the locus or controllability of the cause; they indicated how proud, grateful, or guilty the target child would feel; and they made inferences about an intended action (self-reward, reciprocation, or reparation) that might follow the outcome. In Experiment 2, the causal information and affective information were manipulated in a factorial design, and children made judgments about the intended action. There were age-related increases in the linkages between attributions and affects and between affects and intended behavior. This was particularly true in the case of guilt. These findings were interpreted as evidence for the growing influence of affect as a mediator between causal thought and action.     

Awe and guilt: Desirability and feasibility appeals in social media green campaigns

As the world has become increasingly concerned about environmental plastic pollution, private and public sectors remain devoted to creating effective green marketing campaigns on social media platforms. Drawing upon construal level theory and appraisal tendency theory, this research examines the interaction effect of green ad appeals and two distinct emotions—awe and guilt—on consumers' social media engagement and pro-environmental intentions. The findings from two experimental studies demonstrate that when individuals experience awe, desirability (vs. feasibility) message appeals generate stronger engagement in social media green campaigns. In contrast, it was found that when individuals experience guilt, feasibility (vs. desirability) message appeals enhance social media engagement and pro-environmental behaviors more effectively. This research offers novel theoretical contributions to the existing body of literature and provides practical insights by suggesting that awe and guilt act as moderators leading to greater consumer responses when used with matching social media messages promoting green campaigns.     

Feel good now or regret it later? The respective roles of affective attitudes and anticipated affective reactions for explaining health‐promoting and health risk behavioral intentions

Evidence supporting the incorporation of affective constructs, such as affective attitudes and anticipated regret, into theoretical models of health behavior has been mounting in recent years; however, the role of positive anticipated affective reactions (e.g., pride) has been largely unexplored. The purpose of the present investigation was to assess how affective attitudes and anticipated affective reactions (both pride and regret for performing a behavior or not) may provide distinct utility for understanding intentions to perform health‐promoting and health risk behaviors over and above cognitive attitudes and other established theoretical constructs from the theory of planned behavior (TPB). Participants (N = 210) were recruited via Amazon’s Mechanical Turk to complete a one‐time online battery assessing TPB and affective constructs. Self‐reported intentions served as the main outcome measure, and hierarchical linear modeling was used to examine the effects of TPB and affective constructs across behaviors. Controlling for TPB constructs, more positive affective attitudes and greater anticipated regret, but not anticipated pride, predicted intentions to engage in future health behaviors. Anticipated affective reactions contributed explanatory variance for intentions to perform health risk behaviors, but anticipated pride and regret were not associated with intentions to perform health risk behaviors. Contributions made via the inclusion of both positively and negatively valence anticipated affective reactions for both action and inaction (performing a behavior or not) across a range of health promoting and health risk behaviors are discussed, as well as implications for future intervention work.     

Flattery will get you somewhere,sometimes? The effect of flattery and hotel segments on a hotel guests' green behavior

Considering the importance of the hotel guests' behavioral support for the hotels' green corporate social responsibility (CSR), this research examined the persuasive power of flattery in promoting guests' green behaviors. Study 1 revealed that a flattery message significantly increased the hotel guests' towel reuse intentions during their stay and this effect was mediated by their perceptions of the hotel's CSR motives. Study 2 further showed that a feeling of guilt served as another key mediator in the relationship between a flattery message and the guests' responses (i.e., perceived CSR motives, hotel image, attitudes toward a hotel, towel reuse intentions), which was moderated by hotel segment (economy vs. mid-priced vs. luxury). This research provides meaningful insights into the understanding of the consumers' pro-environmental decisions in the service consumption context and explains the underlying cognitive process. Moreover, this research offers an empirical message strategy by hotel segments to effectively promote the hotel guests' green behavior and achieve successful marketing outcomes.     

Do maximizing consumers engage more in conspicuous consumption?

While much of the previous research has examined the influence of consumers' social and economic states on conspicuous consumption, little attention has been paid to the potential role that consumers' decision-making tendency plays. This study investigates whether, how, and when maximizing, as a type of decision-making tendency (both dispositional and situationally primed), influences subsequent decisions regarding conspicuous consumption. Four studies were conducted, revealing that maximizing consumers are more likely to engage in conspicuous consumption than non-maximizing consumers (Studies 1 and 2). The need for status serves as the underlying mechanism behind this behavior (Study 3). In addition, the observed effect holds only when the situation is public but disappears when it is private (Study 4). As one of the first investigations into the effect that maximizing has on a type of consumption, these findings offer valuable contributions to both theory and practice.     

Understanding green purchase behavior through death anxiety and individual social responsibility: Mastery as a moderator

This research proposes a framework to explore green consumption behavior from the perspective of the anxiety of death and individual social responsibility. Research data are collected from a sample of 280 consumers in Taipei, Taiwan. The findings reveal that consumers' anxiety of death affects consumers' green purchase attitude and then ultimately green purchase intention through the mediating variables of environmental concern and pro‐environmental behavior. On a similar line, individual social responsibility is found to act as a precursor in increasing consumer's concern for the environment and, eventually, green purchase attitude and intention. Mastery is found to invigorate the effect of death anxiety on green concern and pro‐environmental behavior, while it enervates the relationship between individual social responsibility and environmental concern.     

Destigmatising the stigma: Understanding the impact of message framing on Chinese consumers' guilt and attitude associated with overspending behaviour

Overspending has been a largely stigmatised consumer behaviour in traditional Chinese culture. However, social and economic development in recent decades has induced the rise of Chinese consumerism and changes in public attitudes towards overspending. Focusing on overspending stigmas Gouwukuang (GWK) and Duoshoudang (DSD) and stigma‐relevant attitudes, the present study investigates the effect of perceived stigma on consumers' attitude towards overspending through the mediating effect of anticipated consumer guilt. The moderating role of message framing in this relationship is also examined. Results of two analyses indicate that (a) between the two stigmas, DSD is less stigmatising and preferred in comparison to GWK in social interaction and self‐identification; (b) participants' perception of the stigma associated with overspending predicts their anticipation of guilt associated with this behaviour, which in turn predicts negative attitude towards overspending; (c) message framing moderates the relationship between perceived stigma and anticipated guilt, and hence facilitates destigmatisation of the traditionally stigmatised behaviour of overspending. Theoretical and practical implications of these findings are discussed.     

Perceived brand authenticity: Examining the effects of inferred dedication and anticipated quality on consumers' purchase intentions and actual choices

This research investigates both the downstream effect of perceived brand authenticity on consumers' actual, consequential choice and the important role of inferred brand dedication in the relationship between perceived brand authenticity, anticipated quality, and purchase intentions. We also investigate the interactive effect of two source-related factors—intrinsic motivation and congruity—on consumers' brand authenticity perceptions. We present findings from three studies using different product categories (utilitarian/consumable: hand sanitizer; hedonic/consumable: chocolate; hedonic/non-consumable: sunglasses). Study 1 shows that consumers use information regarding the intrinsic motivation of those behind the brand and congruity between the brand's actions and what it represents to consumers when forming brand authenticity perceptions and that intrinsic motivation and congruity interact to increase authenticity perceptions. We anticipate that consumers' positivity toward brands perceived as authentic will extend to actual choice through anticipated quality. Study 2 demonstrates that consumers choose authentic brands over inauthentic brands above what chance would dictate and anticipated quality can forecast this choice. Next, we extend our collective process knowledge by exploring an underlying reason why consumers anticipate that brands presented through marketing communications as authentic will have higher quality. We suggest that when managers present brands as authentic, consumers infer greater dedication of those behind the brand and inferred dedication influences anticipated product quality. Study 3 provides support and uncovers a serial mediation process, highlighting the importance of inferred dedication. Specifically, perceived brand authenticity increases consumers' brand dedication inferences, which in turn increases anticipated product quality, and ultimately purchase intentions.     

“Patriotism à la Carte”: Perceived Legitimacy of Collective Guilt and Collective Pride as Motivators for Political Behavior

Intergroup emotions motivate behavior, yet little is known about how people perceive these emotional experiences in others. In three experiments (Ns = 109, 179, 246), we show that U.S. citizens believe collective guilt is an illegitimate emotional motivator for ingroup political behavior, while collective pride is legitimate. This differential legitimacy is due to the perception that collective guilt violates the norm of group interest, while collective pride adheres to it; those who believe ingroup interests are more important than outgroups’ exhibited this illegitimacy gap. The perception that the intergroup emotion promoted ingroup entitativity mediated the relationship between emotion (pride vs. guilt) and legitimacy; this relationship was especially strong for those high in the belief in the norm of group interest. Collective guilt can have prosocial consequences, yet the perception that it is illegitimate may hinder such consequences from being realized.     

绿色变革型领导的影响效果及其理论解释机制

在环境问题日益严峻的当代背景下,社会各界愈发呼吁企业及其领导者履行环境责任。正因如此,绿色变革型领导在近几年逐渐成为一个前沿研究主题。绿色变革型领导是指领导者激励下属实现组织的绿色环保目标,鼓励下属取得超出预期水平的环保绩效。目前,研究发现,绿色变革型领导能够显著提升员工和企业的绿色行为、绿色创新。社会认知、情感事件、自我决定、社会认同和动态能力是解释上述关系的重要理论。最后,文章提出了一些展望供未来研究参考。     

Attribution and Social Influence1

This article utilizes an attributional approach to explore genotypic similarities among Raven's (1965) 6 bases of power. Two scenarios describing a successful influence attempt leading to a good or a bad outcome were created. Following a randomized blocks design, 60 subjects in each condition read 6 explanations given by the target of influence that reflected the bases of power of Raven's taxonomy (reward, coercion, legitimate, referent, expert, and informational). Rating scales following each power basis explanation assessed the perceived causal dimensions of locus and controllability attributed to the target of influence's behavior and how much the behavior led, in the good and bad outcome conditions, respectively, to pride (guilt), self-esteem enhancement (decrement), responsibility (as perceived by self and by others), and gratitude (anger). The results revealed that reward, referent, and informational influence are genotypically similar and perceived as more internal and more controllable than expert, legitimate, and coercive influence. These perceptions, in turn, led to higher degrees of affective reactions, confirming the predictions of Weiner's theory (1986). The results are related to Milgram's (1963) obedience studies and Kelman and Hamilton's (1989) crimes of obedience. Comments on why reward and coercive influence were found to be genotypically distinct in this study are also presented. Implications of the actor/observer bias in studies of this nature are indicated.     

绿色消费的许可效应：绿色让我们更不道德？

绿色消费属于道德范畴,消费者在助推绿色社会发展中的作用日益受到重视。然而,绿色消费会降低指定性道德约束或增强禁止性道德选择,消费者会变得不再绿色甚至自私(如享乐、撒谎或偷窃),这便是绿色消费的许可效应。从时间维度上来说,绿色消费许可效应的产生包括启动效应-绿色消费-许可效应三个阶段。有关该效应的理论解释是道德自我调节。从根本上来说,化解该效应需要消费者养成绿色生活方式,它包括两个路径：一方面,从绿色行为到绿色自我,抽象化表征行为,将绿色行为与自我概念相连接,采用自下而上加工方式实现;另一方面,从绿色自我到绿色行为,基于价值观-行为一致性原则,会促进个体产生更多绿色消费以及节俭和利他,采用的是自上而下加工。文章最后指出未来一些研究方向。     

Religiosity and consumer belonging: Influences on product evaluations

Consumers have a fundamental need to belong. Prior research has examined the compensatory mechanisms that consumers use to restore belongingness when they have a low sense of belonging. However, research has yet to adequately understand the influence that having a high sense of belonging has on consumption behavior. Thus, three studies are conducted to address this gap in the literature, specifically examining religiosity as a source of consumers' high sense of belonging. Study 1A identifies that religiosity positively influences consumers' sense of belonging and corresponding product evaluations because belongingness creates a positive affect state. This affect then incidentally transfers a positive halo effect to product evaluations. Study 1B replicates the sequential mediation from Study 1A but only for those products that are value expressive. Studies 2 and 3 then better isolate these effects by priming religion (Study 2) as well as general social acceptance and rejection (Study 3). Findings reveal that only religion and acceptance primes influence consumers' sense of belonging and product evaluations. Discussion builds on need‐to‐belong theory and implications for marketing practice are discussed.     

绿色变革型领导对团队绿色行为的影响： 基于社会认知视角的本土探索

随着环境问题日益严峻,如何鼓励和引导组织中的绿色行为已逐渐成为领导者的使命。本研究检验了绿色变革型领导对团队绿色行为的影响,并从社会认知的视角探索团队绿色自我效能的中介作用和集体主义气氛的调节作用。对104份团队数据进行回归分析,结果发现：绿色变革型领导与团队绿色行为呈正相关,团队绿色自我效能在上述过程中起着部分中介作用;集体主义气氛正向调节了团队绿色自我效能与团队绿色行为的直接关系,以及绿色变革型领导与团队绿色行为之间经由团队绿色自我效能的间接效应。本研究的结果能为如何管理团队绿色行为提供启发。     

公费教育政策满意度对师范生教师职业认同的影响—社会认知因素的影响

采用问卷法,以839名公费师范生为研究对象,探究公费师范生政策满意度对师范生教师职业认同的影响,考察公费教育政策满意度、职业决策自我效能感、职业结果预期以及教师职业认同的关系。结果发现：（1）公费教育政策满意度显著正向预测教师职业认同;（2）职业决策自我效能感和职业结果预期在政策满意度和教师职业认同的关系中起中介作用,完全中介支持性政策满意度与教师职业认同的关系,部分中介限制性政策满意度与教师职业认同的关系。本研究通过社会认知职业理论解释了公费教育政策满意度与教师职业认同的关系路径,为提升公费师范生的教师职业认同提供了参考和借鉴。     

On the Role of Goal Orientation Traits and Self-Efficacy in the Goal-Setting Process: Distinctions That Make a Difference

We conducted a field study to investigate how goal orientation traits and two variants of self-efficacy affect the goal-setting process and, in turn, performance. Participants were 255 college students enrolled in psychology or biochemistry courses at a large east-coast university in the People's Republic of China. Structural equation modeling analyses largely supported the argument that self-efficacy defined as a trait interacts with goal orientation traits, whereas self-efficacy defined as a state mediates the trait effects in the goal-setting process. The specific Trait × Trait interaction form was consistent with Dweck's original goal orientation theory and Brockner's behavior plasticity theory.     

The role of environmental literacy,psychological distance of climate change,and collectivism on generation Z's collaborative consumption tendency

Parallel with increasing concerns about climate change and the emergence of sharing platforms, collaboration in consumption has become prominent, especially among Generation Z consumers. Drawing upon the self-determination and construal-level theories, the present study proposes a pioneering moderated-mediation model that delineates Generation Z consumers' collaborative consumption tendency. Data were collected among 455 respondents in an emerging economy (i.e., Turkey) via a non-probabilistic purposive sampling technique. Furthermore, a covariance-based structural equation modeling was utilized to test the proposed causal relationships between environmental literacy, collaborative consumption tendency, the psychological distance of climate change, and collectivism. The study findings highlighted that environmental literacy affects collaborative consumption tendency, while the strength of the relationship is augmented for respondents who were self-reportedly collectivists. Furthermore, the findings revealed that the psychological distance of climate change mediates the relationship between environmental literacy and collaborative consumption tendency, while the magnitude of the mediation effect is amplified in collectivist participants. Based on the empirical findings, the present study extends self-determination and construal-level theory while offering strategic directions and insights for sharing platform industry.     

Believing in change: The role of implicit theory on consumer's perception of the brand's corporate social responsibility message

With the sustainable consumption paradigms, corporate social responsibilities (CSR) across industries have been under scrutiny. However, little research exists on how brand's business model and consumers' characteristics are intertwined to influence CSR evaluation. Our study aims to examine how the brand type (e.g., fast vs. slow business model) influences the relationships among CSR-brand fit, authenticity, and skepticism, thus improving attitudes toward the brand. In addition, based on the implicit theory, how the consumer's incremental mindset (vs. entity) influences a brand's CSR evaluations are studied. Through two studies, our findings demonstrate consumers perceived a higher CSR-brand fit for the slow fashion/food brand than the fast fashion/food brand. A higher CSR-brand fit heightened the CSR authenticity and alleviated skepticism, which in turn resulted in positive brand evaluations. Importantly, incremental mindsets weakened the effect of brand type on CSR-brand fit. As one of the first studies to examine the relationship between consumers' implicit theory orientation and a brand's CSR message, our findings demonstrate that an incremental mindset is a powerful consumer characteristic in evaluating a brand's CSR activities that are less congruent with the brand's established business model.