ABSTRACTWe examined whether enhancing the emotionality of a referent public good influences the subsequent valuation of a target public good. We predicted that it would and that the directionality of its impact would depend on a fundamental cognitive process – categorisation. If the target and referent goods belong to the same domain, we expected that the effect on the target would be in the same direction as the emotional enhancement of the referent. However, if the target and referent goods belong (...) to different domains, we expected that the effect on the target would be either negligible or in the opposite direction to that of the emotional enhancement of the referent. In Experiment 1 we examined the impact of emotionally enhancing a referent public good on feelings towards a target public good, whereas in Experiment 2 on the willingness to contribute towards a target public good. The results support the predicted interaction, which was... (shrink)

A way to make people save energy is by informing them that “comparable others” save more. We investigated whether one can further improve this nudge by manipulating Who the “comparable others” are. We asked participants to imagine receiving feedback stating that their energy consumption exceeded that of “comparable others” by 10%. We varied Who the “comparable others” were in a 2 × 2 design: they were a household that was located either in the same neighborhood as themselves or in a (...) different neighborhood, and its members were either identified (by names and a photograph) or unidentified. We also included two control conditions: one where no feedback was provided, and one where only statistical feedback was provided (feedback about an average household). We found that it matters Who the “comparable others” are. The most effective feedback was when the referent household was from the same neighborhood as the individual’s and its members were not identified. (shrink)

The European market has faced a series of recurrent food scares, e.g. mad cow disease, chicken flu, dioxin poisoning in chickens, salmons and recently also in pigs (Italian newspaper Corriere della Sera , 07/12/2008). These food scares have had, in the short term, major socio-economic consequences, eroding consumer confidence and decreasing the willingness to buy potentially risky food products. The research reported in this paper considered the role of commitment to a food product in the context of food scares, and (...) in particular the effect of commitment on the purchasing intentions of consumers, on their attitude towards the product, and on their trust in the food supply chain. After the initial commitment had been obtained, a threat scenario evoking a risk associated with a specific food was presented, and a wider, related request was then made. Finally, a questionnaire tested the effects of commitment on the participants’ attitude towards the product. The results showed that previous commitment can increase consumers’ behavioural intention to purchase and their attitude towards the food product, even in the presence of a potential hazard. (shrink)