This study examines whether green advertisements clickability is influenced by the type of green marketing communication messages displayed on the advertisement, and whether this effect is...Show moreThis study examines whether green advertisements clickability is influenced by the type of green marketing communication messages displayed on the advertisement, and whether this effect is moderated by consumers’ level of environmental involvement. A sample of N = 128.830 consumers was exposed to four types of green advertisements for sustainable vegetables: one promoting a personal benefit of purchasing the product, one promoting an environmental benefit, an advertisement that combined both the emotional and functional strategies, and one typical advertisement for the product. The findings reveal that consumers’ level of environmental involvement moderate the effects of functional and emotional appeals. Consumers with higher levels of environmental involvement showed clicked more often compared to low environmentally involved consumers on the functional appeal advertisement. Highly environmentally involved consumers also click more frequently on a functional appeal advertisement, compared to an emotional or combined appeal advertisement. Theoretical and practical implications of these findings are discussed.Show less
People who construe their power as a responsibility are often less likely to take risks than people who construe their power as an opportunity. The main objective of this research was to explore...Show morePeople who construe their power as a responsibility are often less likely to take risks than people who construe their power as an opportunity. The main objective of this research was to explore the connection between power construal and risk-taking and the role of regulatory focus. Regulatory focus theory distinguishes between a promotion focus and a prevention focus. Based on former research, we predicted that people who perceive their power more as responsibility and have a prevention focus take less risk. People who perceive their power more as opportunity and a promotion focus will take more risks. After dividing the sample (N=207) over power as responsibility and power as opportunity conditions, to manipulate power construal, tested the proposed hypotheses. There were no significant main effects. However, we found a negative significant effect of prevention focus on risk-taking. Also, while conducting exploratory research, we found an negative significant effect of prevention focus on financial risk specifically. In view of methodological improvements, further research is needed to find evidence for the proposed hypotheses and use the obtained results e.g. to develop interventions.Show less
Identification with all humanity is an important construct for solving global issues but is often hard to achieve. Based on Optimal Distinctiveness Theory, it was predicted that exposure to a dual...Show moreIdentification with all humanity is an important construct for solving global issues but is often hard to achieve. Based on Optimal Distinctiveness Theory, it was predicted that exposure to a dual identity (comprising the most abstract social category: humanity in combination with another social category) could lead to a stronger identification with all humanity. With a dual identity, the excessive inclusiveness of humanity is compensated by the distinctiveness of a less inclusive social identity. The research started with a pre-measurement, then people were exposed to a dual identity in which humanity was combined with a social category (the neighborhood, city/village, the Netherlands, or Europe). Distinctiveness, inclusiveness, the degree of identification with the social category, and harmony with humanity were measured. After this manipulation, people completed the IWAH questionnaire, and their attitude towards global problems was measured. The results showed no significant difference between the experimental conditions and the control condition on identification with all humanity after the exposure to dual identity. However, people exposed to very inclusive social categories created more identification with all humanity and experienced more harmony than people in the less inclusive social category conditions. A relationship was found between identification with all humanity and a positive attitude towards solving global problems. Results are discussed in terms of a successful but reversed effect of dual identity. Theoretical and methodological reasons for the reversed effect are discussed and suggestions for further research are given.Show less
It has been suggested that power provides both opportunities for promoting the achievement of one's own goals and responsibilities for the outcomes of those who are dependent on the power-holder....Show moreIt has been suggested that power provides both opportunities for promoting the achievement of one's own goals and responsibilities for the outcomes of those who are dependent on the power-holder. In our study we investigated whether sex and gender identity influence the construal of power as either opportunity or responsibility in a variety of power contexts, while also examining the possible moderating role of personality traits. Power was manipulated by priming participants in a high or low power condition, by requesting them to describe a situation in which they felt powerful or powerless. There were also questions about the meaning they ascribed to that power, while their gender identity was measured by a recently developed scale. Our results showed that participants in the high power condition were more likely to construe their power as both an opportunity and a responsibility than the participants in the low power condition and that femininity is associated with the construal of power as a responsibility irrespective of the level of power. Females construed their power as a responsibility more than males only when we controlled for neuroticism, openness to experience and their stability of power. Limitations and implications of the study are discussed.Show less
