Research into green advertising has mainly investigated how green appeals can enhance product attitudes, sales, and brand image. But what happens after people have purchased a ‘green’ product... Show moreResearch into green advertising has mainly investigated how green appeals can enhance product attitudes, sales, and brand image. But what happens after people have purchased a ‘green’ product advertised in a green ad? In two experiments, we show that purchasing a green product may have paradoxical post-purchase effects, such that it may lower intentions to engage in subsequent environmentally friendly behaviour (a so-called licensing effect). Importantly, our results show that these post-purchase effects are moderated by environmental identity: only people with a weak environmental identity show these paradoxical postpurchase licensing effects, people with a strong environmental identity are more likely to continue behaving in an environmentally friendly way. Show less
Research shows that people search for balance in their moral (e.g., environmentally friendly) behaviors such that they feel licensed to behave less morally after a previous moral act (licensing)... Show moreResearch shows that people search for balance in their moral (e.g., environmentally friendly) behaviors such that they feel licensed to behave less morally after a previous moral act (licensing) and cleanse previous morally questionable behaviors by subsequently behaving more morally (cleansing). This article investigates whether this balancing may extend to close others, but not to nonclose others, and tests vicarious licensing and cleansing in the environmental domain. Study 1 showed that vicarious licensing effects are more likely when a close other displayed environmentally friendly (vs. neutral) behavior. Study 2 showed that environmental vicarious licensing effects are more likely for close than nonclose others. Studies 3 and 4 suggested that vicarious licensing effects, but not vicarious cleansing effects are more likely for close (vs. nonclose) others. Finally, a meta-analysis showed that overall these studies provide evidence for vicarious licensing effects, but not for vicarious cleansing effects in the environmental domain. Show less
Ooijen, I. van; Fransen, M.L.; Verlegh, P.W.J.; Smit, E.G. 2017
Three studies show that product packaging shape serves as a cue that communicates healthiness of food products. Inspired by embodiment accounts, we show that packaging that simulates a slim body... Show moreThree studies show that product packaging shape serves as a cue that communicates healthiness of food products. Inspired by embodiment accounts, we show that packaging that simulates a slim body shape acts as a symbolic cue for product healthiness (e.g., low in calories), as opposed to packaging that simulates a wide body shape. Furthermore, we show that the effect of slim package shape on consumer behaviour is goal dependent. Whereas simulation of a slim (vs. wide) body shape increases choice likelihood and product attitude when consumers have a health-relevant shopping goal, packaging shape does not affect these outcomes when consumers have a hedonic shopping goal. In Study 3, we adopt a realistic shopping paradigm using a shelf with authentic products, and find that a slim (as opposed to wide) package shape increases on-shelf product recognition and increases product attitude for healthy products. We discuss results and implications regarding product positioning and the packaging design process. Show less
Ooijen, I. van; Fransen, M.L.; Verlegh, P.W.J.; Smit, E.G. 2016
