Social and Behavioral Sciences | Open Access Articles

Sustainability And Profitability, Singapore Management University Oct 2013

Sustainability And Profitability, Singapore Management University

Perspectives@SMU

The best way to encourage sustainable business practices is to think of it as a brand enhancer ...

The Baptist Church In Warren: Marketing Plan To Increase Public Awareness, Arnold Robinson Jan 2013

The Baptist Church In Warren: Marketing Plan To Increase Public Awareness, Arnold Robinson

Marketing and Communications

Videos from nonprofits can feature “call-to-action” overlays to facilitate that action. Visitors can click on these overlays to visit the Church’s website. See the “YouTube Nonprofit Program” section to the right for more information about this option.

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When Do (And Don’T) Normative Appeals Influence Sustainable Consumer Behaviors?, Katherine White, Bonnie Simpson Jan 2013

When Do (And Don’T) Normative Appeals Influence Sustainable Consumer Behaviors?, Katherine White, Bonnie Simpson

Management and Organizational Studies Publications

The authors explore how injunctive appeals (i.e., highlighting what others think one should do), descriptive appeals (i.e., highlighting what others are doing), and benefit appeals (i.e., highlighting the benefits of the action) can encourage consumers to engage in relatively unfamiliar sustainable behaviors such as “grasscycling” and composting. Across one field study and three laboratory studies, the authors demonstrate that the effectiveness of the appeal type depends on whether the individual or collective level of the self is activated. When the collective level of self is activated, injunctive and descriptive normative appeals are most effective, whereas benefit appeals are less effective …