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 |
|---|---|
| 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 |
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ASJC Scopus subject areas
- Business and International Management
- Communication
- Marketing
Cite this
The Effect of Descriptive Norms and Construal Level on Consumers' Sustainable Behaviors. / Ryoo, Yuhosua; Hyun, Na Kyong; Sung, Youngjun.
In: Journal of Advertising, Vol. 46, No. 4, 02.10.2017, p. 536-549.Research output: Contribution to journal › Article
}
TY - JOUR
T1 - The Effect of Descriptive Norms and Construal Level on Consumers' Sustainable Behaviors
AU - Ryoo, Yuhosua
AU - Hyun, Na Kyong
AU - Sung, Youngjun
PY - 2017/10/2
Y1 - 2017/10/2
N2 - 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.
AB - 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.
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UR - http://www.scopus.com/inward/citedby.url?scp=85037659762&partnerID=8YFLogxK
U2 - 10.1080/00913367.2017.1396514
DO - 10.1080/00913367.2017.1396514
M3 - Article
AN - SCOPUS:85037659762
VL - 46
SP - 536
EP - 549
JO - Journal of Advertising
JF - Journal of Advertising
SN - 0091-3367
IS - 4
ER -