| Autor: |
BOLLINGER, BRYAN1 bryan.bollinger@stern.nyu.edu, GILLINGHAM, KENNETH T.2 kenneth.gillingham@yale.edu, WIGHT, KELLEY GULLO3 kgullo@iu.edu |
| Předmět: |
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| Zdroj: |
Journal of the Association for Consumer Research. Jul2023, Vol. 8 Issue 3, p290-300. 11p. |
| Abstrakt: |
Social media can be an effective tool for encouraging prosocial behavior, such as energy conservation, making it a key avenue to address the challenges associated with climate change. We examine how social media can be best leveraged to encourage energy-saving behavior. We theorize that two characteristics of social media messages are of particular importance in the context of nudging prosocial behavior: the recipient's affiliation with the message sender and whether the content of the message contains a social proof appeal. We use a multimethod approach to test the importance of these characteristics, including a large-scale energy efficiency campaign and a controlled experiment. We find that social mediamessages sent by a groupwithwhich the recipient is affiliated are substantiallymore effective, particularly when providing evidence of social proof. We discuss the practical impact on the environment. [ABSTRACT FROM AUTHOR] |
| Databáze: |
GreenFILE |
| Externí odkaz: |
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