The motivational dynamics of arousal and values in promoting sustainable behavior: A cognitive energetics perspective

IF 5.9 2区 管理学 Q1 BUSINESS
Li Yan , Kyle B. Murray
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引用次数: 2

Abstract

This research applies Cognitive Energetics Theory (CET) to explain when and why consumers engage in sustainable behavior. Across six studies, we find a positive interaction effect of arousal and openness-to-change on sustainable behaviors. In particular, openness-to-change (vs conservation) increases the likelihood of engaging in effortful sustainable behaviors in a high-arousal state rather than in a low-arousal state. Interestingly, our results reveal that this interactive effect is explained by the tendency of consumers to believe that the target sustainable behavior requires less effort, when they are in a high-arousal state and endorsing openness-to-change. Moreover, perceived effort is positively related to sustainable behavior for experienced consumers but negatively related to the behavior for less experienced consumers. In addition, the effect of value and arousal on perceived effort is stronger among less experienced consumers but attenuated among more experienced consumers. Thus, arousal can serve as a catalyst to enhance value-consistent sustainable behaviors and help the less experienced consumers form habits. These findings contribute to CET by highlighting the important roles that values and arousal play in the motivational forces that drive and restrain sustainable behaviors. The results improve our understanding of how to motivate value-consistent sustainable behaviors, with implications for both marketers and policy-makers.

从认知能量学的角度看促进可持续行为的唤醒动力和价值观
本研究应用认知能量学理论(CET)来解释消费者何时以及为什么参与可持续行为。在六项研究中,我们发现唤醒和对改变的开放性对可持续行为有积极的交互作用。特别是,对变化的开放性(与保护相比)增加了在高唤醒状态下而不是在低唤醒状态下进行努力可持续行为的可能性。有趣的是,我们的研究结果表明,这种互动效应是由消费者倾向于相信,当他们处于高度觉醒状态并支持改变的开放性时,目标可持续行为需要更少的努力来解释的。此外,感知到的努力与经验丰富的消费者的可持续行为呈正相关,但与经验不足的消费者的行为负相关。此外,价值和唤醒对感知努力的影响在经验较少的消费者中更强,但在经验较多的消费者中减弱。因此,唤醒可以作为一种催化剂,增强价值一致的可持续行为,并帮助经验不足的消费者养成习惯。这些发现通过强调价值观和唤醒在驱动和约束可持续行为的动机中发挥的重要作用,为CET做出了贡献。研究结果提高了我们对如何激励价值一致的可持续行为的理解,对营销人员和决策者都有启示。
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来源期刊
CiteScore
11.80
自引率
4.30%
发文量
77
审稿时长
66 days
期刊介绍: The International Journal of Research in Marketing is an international, double-blind peer-reviewed journal for marketing academics and practitioners. Building on a great tradition of global marketing scholarship, IJRM aims to contribute substantially to the field of marketing research by providing a high-quality medium for the dissemination of new marketing knowledge and methods. Among IJRM targeted audience are marketing scholars, practitioners (e.g., marketing research and consulting professionals) and other interested groups and individuals.
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