When and why do cuteness cues intensify the power of message framing in promoting pro-environmental behaviors?

IF 9.9 1区 管理学 Q1 HOSPITALITY, LEISURE, SPORT & TOURISM
Miki I.T. Lei, Huiling Huang, Fiona X. Yang
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Abstract

Gain and loss message framing has been utilized to encourage consumers’ pro-environmental behaviors in the hospitality and tourism industries. However, little is known about when and why presenting different types of cuteness cues influences the relative effectiveness of gain-framed and loss-framed messages, despite the commonness of cuteness cues in the service environment. To address this gap, this research examines the interaction effects between message framing (gain vs. loss) and cuteness type (kindchenschema vs. whimsical) on consumers’ pro-environmental responses. Through three cross-cultural studies using the experimental design approach, our results show that when kindchenschema cuteness cues are present, loss-framed (vs. gain-framed) messages generate more favorable pro-environmental responses. In contrast, gain-framed (vs. loss-framed) messages are more effective when whimsical cuteness cues are present. Moreover, results from the mediation analyses revealed that the sense of feeling right is the underlying mechanism explaining these effects. These findings provide critical implications for theory and practice.

可爱线索何时以及为何会加强信息框架在促进亲环境行为方面的作用?
在酒店和旅游业中,收益和损失信息框架一直被用来鼓励消费者的环保行为。然而,尽管可爱线索在服务环境中很常见,但人们对何时以及为何呈现不同类型的可爱线索会影响收益框架和损失框架信息的相对效果却知之甚少。为了填补这一空白,本研究探讨了信息框架(收益与损失)和可爱类型(亲切与异想天开)对消费者亲环境反应的交互影响。通过使用实验设计方法进行的三项跨文化研究,我们的结果表明,当出现亲切可爱线索时,损失框架(相对于收益框架)的信息会产生更有利的亲环境反应。相反,当出现异想天开的可爱线索时,收益框架(相对于损失框架)信息更有效。此外,中介分析的结果表明,正确感是解释这些效应的基本机制。这些发现为理论和实践提供了重要的启示。
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来源期刊
International Journal of Hospitality Management
International Journal of Hospitality Management HOSPITALITY, LEISURE, SPORT & TOURISM-
CiteScore
21.20
自引率
9.40%
发文量
218
审稿时长
85 days
期刊介绍: The International Journal of Hospitality Management serves as a platform for discussing significant trends and advancements in various disciplines related to the hospitality industry. The publication covers a wide range of topics, including human resources management, consumer behavior and marketing, business forecasting and applied economics, operational management, strategic management, financial management, planning and design, information technology and e-commerce, training and development, technological developments, and national and international legislation. In addition to covering these topics, the journal features research papers, state-of-the-art reviews, and analyses of business practices within the hospitality industry. It aims to provide readers with valuable insights and knowledge in order to advance research and improve practices in the field. The journal is also indexed and abstracted in various databases, including the Journal of Travel Research, PIRA, Academic Journal Guide, Documentation Touristique, Leisure, Recreation and Tourism Abstracts, Lodging and Restaurant Index, Scopus, CIRET, and the Social Sciences Citation Index. This ensures that the journal's content is widely accessible and discoverable by researchers and practitioners in the hospitality field.
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