Altering self-perception, increasing green awareness, or undermining the signaling value of costly green behavior?
by Kobe Millet, Bert Weijters
Highlights
Positive cueing leads to a greater inclination toward pro-environmental choices that score low on identity signaling.
The findings are rather in line with a mere “awareness” account, but inconsistent with an “altered self-perception” account.
Positive cueing appears to reduce the inclination for pro-environmental choices that score high on identity signaling.
This study illustrates when this social marketing technique may be (counter)effective.
This study raises the question of how long-lasting positive cueing effects are.