Publication Type:Journal Article
Source:Journal of Consumer Research, Volume 8, Number 4, p.381-390 (1982)
Keywords:energy efficiency, persuasion
This study recommends self-perception based influence techniques for stimulating socially conscious consumption. One such technique-an attribution/labeling message-is tested for influencing consumers' perceptions of effectiveness along with their propensities to consume in an energy-efficient fashion; messages were delivered through specially prepared television commercials. Results suggest that self-perception based strategies merit further examination as tools for stimulating conservation.