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 construal-level 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.
Original language | English |
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Pages (from-to) | 536-549 |
Number of pages | 14 |
Journal | Journal of Advertising |
Volume | 46 |
Issue number | 4 |
DOIs | |
Publication status | Published - 2017 Oct 2 |
ASJC Scopus subject areas
- Business and International Management
- Communication
- Marketing