IDEAS home Printed from https://ideas.repec.org/a/eee/jbrese/v118y2020icp162-176.html
   My bibliography  Save this article

When saving the planet is worth more than avoiding destruction: The importance of message framing when speaking to egoistic individuals

Author

Listed:
  • Lagomarsino, Maria
  • Lemarié, Linda
  • Puntiroli, Michael

Abstract

This paper sheds light on the reasons why conventional messages prove largely ineffective at fostering pro-environmental behaviors among individuals with high egoistic values. We conducted three experiments comparing the effectiveness of prevention-focused and promotion-focused messages at promoting pro-environmental behaviors. We found that egoistic individuals exposed to prevention-focused messages tended to perceive pro-environmental efforts as less worthy, compared to those exposed to promotion-focused messages. This effect, in turn, decreased their willingness to take environmental action. We also observed that the negative effect prevention-focused messages have on egoists is attributable to a defense mechanism. Egoistic people exposed to prevention-focused messages seem to deny the veracity of the message, which in turn decreases the perceived worthiness of the environmental effort and thus the intention to act. The findings highlight the best way to frame environmental communication to reach those who are least likely to adopt eco-responsible behavior, i.e., egoistic people.

Suggested Citation

  • Lagomarsino, Maria & Lemarié, Linda & Puntiroli, Michael, 2020. "When saving the planet is worth more than avoiding destruction: The importance of message framing when speaking to egoistic individuals," Journal of Business Research, Elsevier, vol. 118(C), pages 162-176.
    • Handle: RePEc:eee:jbrese:v:118:y:2020:i:c:p:162-176
    DOI: 10.1016/j.jbusres.2020.06.046
    as

    Download full text from publisher

    File URL: http://www.sciencedirect.com/science/article/pii/S0148296320304252
    Download Restriction: Full text for ScienceDirect subscribers only
    File URL: https://libkey.io/10.1016/j.jbusres.2020.06.046?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    1. Lee, Angela Y. & Aaker, Jennifer L. & Gardner, Wendi L., 2000. "The Pleasures and Pains of Distinct Self-Construals: The Role of Interdependence in Regulatory Focus," Research Papers 1577r, Stanford University, Graduate School of Business.
    2. Verma, Vivek Kumar & Chandra, Bibhas & Kumar, Sumit, 2019. "Values and ascribed responsibility to predict consumers' attitude and concern towards green hotel visit intention," Journal of Business Research, Elsevier, vol. 96(C), pages 206-216.
    3. Ajzen, Icek, 1991. "The theory of planned behavior," Organizational Behavior and Human Decision Processes, Elsevier, vol. 50(2), pages 179-211, December.
    4. Long-Chuan Lu & Hsiu-Hua Chang & Alan Chang, 2015. "Consumer Personality and Green Buying Intention: The Mediate Role of Consumer Ethical Beliefs," Journal of Business Ethics, Springer, vol. 127(1), pages 205-219, March.
    5. Judith I. M. de Groot & Linda Steg & Wouter Poortinga, 2013. "Values, Perceived Risks and Benefits, and Acceptability of Nuclear Energy," Risk Analysis, John Wiley & Sons, vol. 33(2), pages 307-317, February.
    6. Taciano L. Milfont, 2012. "The Interplay Between Knowledge, Perceived Efficacy, and Concern About Global Warming and Climate Change: A One‐Year Longitudinal Study," Risk Analysis, John Wiley & Sons, vol. 32(6), pages 1003-1020, June.
    7. Mogilner, Cassie & Aaker, Jennifer L. & Pennington, Ginger L., 2007. "Time Will Tell: The Distant Appeal of Promotion and Imminent Appeal of Prevention," Research Papers 1914, Stanford University, Graduate School of Business.
    8. Levin, Irwin P. & Schneider, Sandra L. & Gaeth, Gary J., 1998. "All Frames Are Not Created Equal: A Typology and Critical Analysis of Framing Effects," Organizational Behavior and Human Decision Processes, Elsevier, vol. 76(2), pages 149-188, November.
    9. Perlaviciute, Goda & Steg, Linda, 2014. "Contextual and psychological factors shaping evaluations and acceptability of energy alternatives: Integrated review and research agenda," Renewable and Sustainable Energy Reviews, Elsevier, vol. 35(C), pages 361-381.
    10. Ezra M. Markowitz & Azim F. Shariff, 2012. "Climate change and moral judgement," Nature Climate Change, Nature, vol. 2(4), pages 243-247, April.
    11. Aaker, Jennifer L. & Lee, Angela Y., 2006. "Understanding Regulatory Fit," Research Papers 1910, Stanford University, Graduate School of Business.
    12. Cryder, Cynthia E. & Loewenstein, George & Scheines, Richard, 2013. "The donor is in the details," Organizational Behavior and Human Decision Processes, Elsevier, vol. 120(1), pages 15-23.
    13. Kuppuswamy, Venkat & Bayus, Barry L., 2017. "Does my contribution to your crowdfunding project matter?," Journal of Business Venturing, Elsevier, vol. 32(1), pages 72-89.
    14. Van de Velde, Liesbeth & Verbeke, Wim & Popp, Michael & Van Huylenbroeck, Guido, 2010. "The importance of message framing for providing information about sustainability and environmental aspects of energy," Energy Policy, Elsevier, vol. 38(10), pages 5541-5549, October.
    15. Aaker, Jennifer L & Lee, Angela Y, 2001. ""I" Seek Pleasures and "We" Avoid Pains: The Role of Self-Regulatory Goals in Information Processing and Persuasion," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 28(1), pages 33-49, June.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Van Tonder, E. & Fullerton, S. & De Beer, L.T. & Saunders, S.G., 2023. "Social and personal factors influencing green customer citizenship behaviours: The role of subjective norm, internal values and attitudes," Journal of Retailing and Consumer Services, Elsevier, vol. 71(C).
    2. Wang, Xingyuan & Liu, Yun & Wang, Shuyang & Chen, Haipeng (Allan), 2022. "Keep it vague? New product preannouncement, regulatory focus, and word-of-mouth," Journal of Retailing and Consumer Services, Elsevier, vol. 65(C).
    3. Yang Li & Dandan Yang & Yingying Liu, 2021. "The Effect of Message Framing on Consumers’ Intentions to Purchase Recycling-Aiding Products in China," Sustainability, MDPI, vol. 13(12), pages 1-17, June.
    4. The Anh Phan & Pham Ngoc Quyen Nguyen & Ngoc Anh Pham & Nhan Phan, 2023. "A Cross-Cultural Study on the Role of Message Framing in the Promotion of Fair-Trade Buying Behavior," SAGE Open, , vol. 13(4), pages 21582440231, December.

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Siqi Dai & Kai Chen & Rui Jin, 2022. "The effect of message framing and language intensity on green consumption behavior willingness," Environment, Development and Sustainability: A Multidisciplinary Approach to the Theory and Practice of Sustainable Development, Springer, vol. 24(2), pages 2432-2452, February.
    2. Zou, Lili Wenli & Chan, Ricky Y.K., 2019. "Why and when do consumers perform green behaviors? An examination of regulatory focus and ethical ideology," Journal of Business Research, Elsevier, vol. 94(C), pages 113-127.
    3. Chen, Ming-Yi, 2016. "Consumer response to health product communication: The role of perceived product efficacy," Journal of Business Research, Elsevier, vol. 69(9), pages 3251-3260.
    4. Barbara Culiberg & Hichang Cho & Mateja Kos Koklic & Vesna Zabkar, 2023. "The Role of Moral Foundations, Anticipated Guilt and Personal Responsibility in Predicting Anti-consumption for Environmental Reasons," Journal of Business Ethics, Springer, vol. 182(2), pages 465-481, January.
    5. Leder, Susanne & Mannetti, Lucia & Hölzl, Erik & Kirchler, Erich, 2010. "Regulatory fit effects on perceived fiscal exchange and tax compliance," Journal of Behavioral and Experimental Economics (formerly The Journal of Socio-Economics), Elsevier, vol. 39(2), pages 271-277, April.
    6. Adams, Leen & Faseur, Tineke & Geuens, Maggie, 2010. "The Influence of the Self-Regulatory Focus on the Effectiveness of Stop-Smoking Campaigns for Young Smokers," Working Papers 2010/38, Hogeschool-Universiteit Brussel, Faculteit Economie en Management.
    7. Zhang, Wenqing & Liu, Liangliang, 2022. "Exploring non-users' intention to adopt ride-sharing services: Taking into account increased risks due to the COVID-19 pandemic among other factors," Transportation Research Part A: Policy and Practice, Elsevier, vol. 158(C), pages 180-195.
    8. Alex Hiller & Tony Woodall, 2019. "Everything Flows: A Pragmatist Perspective of Trade-Offs and Value in Ethical Consumption," Journal of Business Ethics, Springer, vol. 157(4), pages 893-912, July.
    9. Florack, Arnd & Keller, Johannes & Palcu, Johanna, 2013. "Regulatory focus in economic contexts," Journal of Economic Psychology, Elsevier, vol. 38(C), pages 127-137.
    10. Das, Gopal & Mukherjee, Amaradri & Smith, Ronn J., 2018. "The Perfect Fit: The Moderating Role of Selling Cues on Hedonic and Utilitarian Product Types," Journal of Retailing, Elsevier, vol. 94(2), pages 203-216.
    11. Farzana Sharmin & Mohammad Tipu Sultan & Alina Badulescu & Dorin Paul Bac & Benqian Li, 2020. "Millennial Tourists’ Environmentally Sustainable Behavior Towards a Natural Protected Area: An Integrative Framework," Sustainability, MDPI, vol. 12(20), pages 1-24, October.
    12. Ghiassaleh, Arezou & Kocher, Bruno & Czellar, Sandor, 2020. "Best seller!? Unintended negative consequences of popularity signs on consumer choice behavior," International Journal of Research in Marketing, Elsevier, vol. 37(4), pages 805-820.
    13. Heesup Han & Antonio Ariza-Montes & Pilar Tirado-Valencia & Soyeun Lee, 2020. "Volunteering Attitude, Mental Well-Being, and Loyalty for the Non-Profit Religious Organization of Volunteer Tourism," Sustainability, MDPI, vol. 12(11), pages 1-16, June.
    14. Li, Andrew & Evans, Joel & Christian, Michael S. & Gilliland, Stephen W. & Kausel, Edgar E. & Stein, Jordan H., 2011. "The effects of managerial regulatory fit priming on reactions to explanations," Organizational Behavior and Human Decision Processes, Elsevier, vol. 115(2), pages 268-282, July.
    15. Ying Hua & Shuang (Sara) Ma & Yonggui Wang & Qimeng Wan, 2017. "To reward or develop identification in online brand communities: evidence from emerging markets," Information Technology for Development, Taylor & Francis Journals, vol. 23(3), pages 579-596, July.
    16. Taneja, Shilpa & Ali, Liaqat, 2021. "Determinants of customers’ intentions towards environmentally sustainable banking: Testing the structural model," Journal of Retailing and Consumer Services, Elsevier, vol. 59(C).
    17. Alexander H DeGolia & Elizabeth H T Hiroyasu & Sarah E Anderson, 2019. "Economic losses or environmental gains? Framing effects on public support for environmental management," PLOS ONE, Public Library of Science, vol. 14(7), pages 1-17, July.
    18. Saleem Rahman & Agnieszka Chwialkowska & Nazim Hussain & Waheed Akbar Bhatti & Harri Luomala, 2023. "Cross-cultural perspective on sustainable consumption: implications for consumer motivations and promotion," Environment, Development and Sustainability: A Multidisciplinary Approach to the Theory and Practice of Sustainable Development, Springer, vol. 25(2), pages 997-1016, February.
    19. Ku, Hsuan-Hsuan & Shang, Rong-An & Fu, Yi-Fan, 2021. "Social learning effects of complaint handling on social media: Self-construal as a moderator," Journal of Retailing and Consumer Services, Elsevier, vol. 59(C).
    20. Kim, Kyeongheui & Park, Jongwon, 2019. "Cultural influences on brand extension judgments: Opposing effects of thinking style and regulatory focus," International Journal of Research in Marketing, Elsevier, vol. 36(1), pages 137-150.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:eee:jbrese:v:118:y:2020:i:c:p:162-176. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Catherine Liu (email available below). General contact details of provider: http://www.elsevier.com/locate/jbusres .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.