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| Tekijä: | Cornelissen, G. (et. al.) |
| Otsikko: | Whatever people say I am, that's what I am: Social labeling as a social marketing tool |
| Lehti: | International Journal of Research in Marketing
2007 : DEC, VOL. 24:4 p. 278-288 |
| Asiasana: | social marketing environment |
| Vapaa asiasana: | social labeling |
| Kieli: | eng |
| Tiivistelmä: | In this study, the authors present a procedure to use the social labeling technique as a social marketing tool. Four studies point out that communicating a social label, following an environmentally friendly activity that is not motivated by pro-environmental concerns, leads consumers to re-attribute that behavior as representing their own environmental concern. Afterward they are probable to act upon their resulting self-perception as an environmentally friendly person. Social labeling is more beneficial when cognitive resources are distracted, either at the moment of processing the label or at the time of making decisions related to the content of the label. |
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