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Higher eco-efficiency will not be enough to slow global warming caused by climate change. To keep global warming to 2 degrees, people also need to reduce their consumption. At present, however, many who would be able to do so seem unwilling to comply. Given the threats of a runaway climate change, urgent measures are needed to promote less personal consumption. This study, therefore, examines whether social marketing consume-less appeals can be used to encourage consumers to voluntarily abstain from consumption. As part of an online experiment with nearly 2000 randomly sampled users of an online platform for sustainable consumption, we tested the effectiveness of five different “consume-less” appeals based on traditional advertising formats (including emotional, informational, and social claims). The study shows that consume-less appeals are capable of limiting personal desire to buy. However, significant differences in the effectiveness of the appeal formats used in this study were observed. In addition, we found evidence of rebound effects, which leads us to critically evaluate the overall potential of social marketing to promote more resource-conserving lifestyles. While commercial consumer-free appeals have previously been studied (e.g., Patagonia’s “Don’t Buy This Jacked”), this study on the effectiveness of non-commercial consume-free appeals is novel and provides new insights.
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.
Purpose
Because steadily growing consumption is not beneficial for nature and climate and is not the same as increasing well-being, an anti-consumerism movement has formed worldwide. The renouncement of dispensable consumption will, however, only establish itself as a significant lifestyle if consumers do not perceive reduced consumption as a personal sacrifice. Since prior research has not yielded a consistent understanding of the relationship between anti-consumption and personal well-being, this paper aims to examine three factors about which theory implies that they may moderate this relationship: decision-control empowerment, market-control empowerment and the value of materialism.
Design/methodology/approach
The analysis is based on data from a large-scale, representative online survey (N = 1,398). Structural equation modelling with latent interaction effects is used to test how three moderators (decision-control empowerment, market-control empowerment and materialism) affect the relationship amongst four types of anti-consumption (e.g. voluntary simplicity) and three different well-being states (e.g. subjective well-being).
Findings
While both dimensions of empowerment almost always directly promote consumer well-being, significant moderation effects are present in only a few but meaningful cases. Although the materialism value tends to reduce consumers’ well-being, it improves the well-being effect of two anti-consumption styles.
Research limitations/implications
Using only one sample from a wealthy country is a limitation of the study. Researchers should replicate the findings in different nations and cultures.
Practical implications
Consumer affairs practitioners and commercial marketing for sustainably produced, high-quality and long-lasting goods can benefit greatly from these findings.
Social implications
This paper shows that sustainable marketing campaigns can more easily motivate consumers to voluntarily reduce their consumption for the benefit of society and the environment if a high level of market-control empowerment can be communicated to them.
Originality/value
This study provides differentiated new insights into the roles of consumer empowerment, i.e. both decision-control empowerment and market-control empowerment, and the value of materialism to frame specific relationships between different anti-consumption types and various well-being states.
Online businesses are increasingly relying on targeted advertisements as a revenue stream, which might lead to privacy concerns and hinder product adoption. Therefore, it is crucial for online companies to understand which types of targeted advertisements consumers will accept. In recent years, users have been increasingly targeted by political advertisements, which has caused adverse reactions in media and society. Nonetheless, few studies experimentally investigate user privacy concerns and their role in acceptance decisions in response to targeted political advertisements. To fill this gap, we explore the magnitude of privacy concerns towards targeted political ads compared to “traditional” targeting in the product context. Surprisingly, we find no notable differences in privacy concerns between these data use purposes. In the next step, user preferences over ad types are elicited with the help of a discrete choice experiment in the mobile app adoption context. Our findings suggest that while targeted political advertising is somewhat less desirable than targeted product advertising, the odds of choosing an app are statistically insignificant between two data use purposes. Together, these results contribute to a better understanding of users’ privacy concerns and preferences in the context of targeted political advertising online.
Our study applies legitimacy theorizing to service research, zooming in on co-prosumption service business models, which reside on significant direct contacts among provider-actors and customers as well as fellow customers in the service space. Our findings are based on a longitudinal flexible pattern matching method on 17 coworking spaces. The service cocreation nuances the double role of customers as evaluators and cocreators of legitimacy. This is because customers can have immediate perceptions of the actions and values of the services in their legitimacy evaluation while cocreating the service. Legitimacy shaped via social and recursive processes occurs in three stages: provisional, calibrated, and affirmed legitimacy. Findings inform four trajectory mechanisms of value-in-use pattern provenance, emergent Business Model development adaptive to the spatial context and loyal customers, visible trances as well as inside-out and outside-in identification processes. Further, the processes in the micro-ecosystem of an interstitial service space can develop a superordinate logic which overlays the potentially present coopetive and heterogenous institutional logics and interests of service customers.
Digital transformation fundamentally changes the way individuals conduct work in organisations. In accordance with this statement, prevalent literature understands digital workplace transformation as a second-order effect of implementing new information technology to increase organisational effectiveness or reach other strategic goals. This paper, in contrast, provides empirical evidence from two remote-first organisations that undergo a proactive rather than reactive digital workplace transformation. The analysis of these cases suggests that new ways of working can be the consequence of an identity change that is a precondition for introducing new information technology rather than its outcome. The resulting process model contributes a competing argument to the existing debate in digital transformation literature. Instead of issuing digital workplace transformation as a deliverable of technological progress and strategic goals, this paper supports a notion of digital workplace transformation that serves a desired identity based on work preferences.
Scholars have argued that visionary leadership is an effective tool to motivate followers because it provides them with meaning and purpose. However, previous research tells us little about which leaders and under which circumstances leaders engage in visionary leadership. We draw on theories of human and social capital to argue that leader work centrality is an important antecedent of visionary leadership, and especially so for leaders with low organizational tenure. Moreover, we propose that visionary leadership then provides followers with meaningfulness and thereby decreases their turnover intentions. Our predictions were confirmed by data from a two-wave, lagged-design field study with 101 leader-follower dyads. Overall, our research identifies an important antecedent of visionary leadership, a specific situation in which this antecedent is particularly important, and provides empirical evidence for why visionary leadership can bind followers to an organization.
Intrinsic motivation is widely considered essential to creativity because it facilitates more divergent thinking during problem solving. However, we argue that intrinsic motivation has been theorized too heavily as a unitary construct, overlooking various internal factors of a task that can shape the baseline level of intrinsic motivation people have for working on the task. Drawing on theories of cognitive styles, we develop a new scale that measures individual preferences for three different creative thinking styles that we call divergent thinking, bricoleurgent thinking, and emergent thinking. Through a multi-study approach consisting of exploratory factor analysis, confirmatory factor analysis, and convergent validity, we provide psychometric evidence showing that people can have distinct preferences for each cognitive process when generating ideas. Furthermore, when validating this scale through an experiment, we find that each style becomes more dominant in predicting overall enjoyment, engagement, and creativity based on different underlying structures of a task. Therefore, this paper makes both theoretical and empirical contributions to literature by unpacking intrinsic motivation, showing how the alignment between different creative thinking styles and task can be essential to predicting intrinsic motivation, thus reversing the direction of causality between the motivational and cognitive components of creativity typically assumed in literature.
Mehr als 15 Jahre, nachdem eine neue digitale Post-NPM Ära ausgerufen wurde, fehlt es der Digitalisierungsforschung weiterhin an Tiefe. Während interne Prozesse und Verfahren oft unbeachtet blieben, lag der Fokus in der Vergangenheit auf der Untersuchung digitaler Dienstleistungen an der Schnittstelle zwischen Verwaltung und Bürger. Um Forschung in diesem Bereich zu konsolidieren, schlägt dieser Debattenbeitrag vor, klassische Ansätze für die Digitalisierungsforschung „fit“ zu machen. Anschließend sollten Effekte der Digitalisierung, insbesondere auf die Effizienz von Organisationen (auch negative Auswirkungen z.B. durch Digital Red Tape), innerhalb der Verwaltung analysiert werden. Dafür muss jedoch beantwortet werden, wie Digitalisierung gemessen und operationalisiert werden kann.