TY  - JOUR
A1  - Balderjahn, Ingo
A1  - Hoffmann, Stefan
T1  - The Effectiveness of consume-less appeals in social marketing
T2  - Journal of macromarketing
N2  - Consume-less appeals in social marketing can help reduce the lavish consumption in wealthy countries, which poses a major threat to the climate. This study experimentally examines the effectiveness of three different types of consume-less appeals (informative, social normative, and emotional appeals) on participants’ actual spending levels during a real shopping trip compared to a control group (no appeal). In addition, the study tests whether these appeals evoke negative rebounds (in terms of post-purchase climate donation) or positive rebounds (in terms of accepting post-purchase material giveaways). A field experiment in a grocery store in Germany with 170 participants shows that social normative and the emotional appeals reduce actual shopping spending. Informative and social normative appeals increase donations, and emotional appeals reduce the items of taken giveaways. The findings further support certain indirect impacts of the consume-less appeals on rebounds in terms of spending levels.
KW  - consume-less appeals
KW  - emotional appeals
KW  - rebound effects
KW  - social marketing social norms
Y1  - 2023
UR  - https://publishup.uni-potsdam.de/frontdoor/index/index/docId/62700
SN  - 0276-1467
SN  - 1552-6534
PB  - Sage
CY  - Thousand Oaks, Calif.
ER  -