The Effect of Descriptive Norms and Construal Level on Consumers' Sustainable Behaviors
- Authors
- Ryoo, Yuhosua; Hyun, Na Kyong; Sung, Yongjun
- Issue Date
- 2017
- Publisher
- ROUTLEDGE JOURNALS, TAYLOR & FRANCIS LTD
- Citation
- JOURNAL OF ADVERTISING, v.46, no.4, pp.536 - 549
- Indexed
- SSCI
SCOPUS
- Journal Title
- JOURNAL OF ADVERTISING
- Volume
- 46
- Number
- 4
- Start Page
- 536
- End Page
- 549
- URI
- https://scholar.korea.ac.kr/handle/2021.sw.korea/86422
- DOI
- 10.1080/00913367.2017.1396514
- ISSN
- 0091-3367
- Abstract
- With the assumption that the distinctive effect of provincial norms (versus general norms) derives from a spatial distance between the actors and reference groups, the present research examined whether the effect of two types of descriptive norms on consumers' sustainable behaviors can be moderated by construall-evel messages. Both a laboratory (Study 1) and field experiment (Study 2) demonstrated that provincial norms (versus general norms) are more effective in encouraging consumers to participate in a sustainability campaign when paired with low-construal-level messages; but provincial norms are no longer superior to general norms when both norms are presented with high-construal-level messages. The findings collectively indicated that the congruence between types of descriptive norms and construal level messages leads to consumers' attitudinal and behavioral changes.
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