Now that's a Bright Idea: The Influence of Consumer Elaboration and Distance Perceptions on Sustainable Choices |
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Institution: | 1. School of Tourism Management, South China Normal University, Higher Education Mega Center, Guangzhou, 510006, China, P. R. China;2. School of Business, University of California, Riverside, United States;1. Tasmanian School of Business and Economics, University of Tasmania, PMB 16, Sandy Bay, Hobart, Tasmania 7001, Australia;2. Department of Marketing, Monash University, 26 Sir John Monash Drive, Caulfield East, Victoria 3145, Australia |
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Abstract: | Integrating theory related to psychological distance and elaboration on potential outcomes, hypotheses are offered that predict that consumers’ elaboration levels moderate the effect of temporal distance on choice of energy efficient products. In three experiments, the authors examine the influence of temporal and psychological distance and the moderating effect of a consumer's propensity to elaborate on potential outcomes (EPO) in retail choice-based situations. Results support these predictions with consumers lower in elaboration more likely to choose an energy efficient product when perceived distance is proximal versus distal, while the distance effect has less of an influence on consumers prone to higher elaboration. We test the effect of distance perceptions within a retail lab environment, as well as across ad and retail contexts. These results will help marketers better understand how to promote products in ad versus retail-based contexts and across different consumer groups. Findings offer implications for theory, retailers, product marketers, and NGO's interested in promoting energy efficient choices. |
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Keywords: | Sustainable product choices Energy efficient products Temporal distance Elaboration on potential outcomes Psychological distance |
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