Anomalies in the Values for Consumer Goods With Environmental Attributes

Journal of Consumer Psychology - Tập 6 - Trang 339-363 - 1997
R. Julie Irwin1, Joan Scattone Spira2
1Department of Marketing Stern School of Business, New York University
2Department of Marketing, Pennsylvania State University—Great Valley

Tóm tắt

Many consumer products today present information regarding an environmental attribute (e.g., recycled content). This information can be expected to augment the other attributes, resulting in an overall increased interest in the product. However, previous research on preferences for environmental policies (e.g., an increase in air quality) suggests that environmental values are prone to anomalies. For example, respondents may refuse to provide a value or they may exhibit embedding effects, which means they may value two or more environmental goods less highly together than separately. Anomalies such as embedding violate commonsense assumptions regarding an attribute's contribution to the overall attractiveness of a product. These studies examined whether such anomalies obtain in the valuation of consumer goods with environmental attributes in different elicitation conditions. Study 1 established this anomaly for environmental attributes, in which the values were measured using pricing responses (i.e., “how much would you be willing to pay?”) for trades among consumer goods. Study 2 provided a controlled measurement (via a conjoint method) of the trade‐offs between the environmental and nonenvironmental attributes and established the effect under this elicitation method. Study 3 extended the findings to conjoint tasks with pricing responses and explored the psychological mediators of embedding, including the role of moral involvement. Study 4 concentrated on possible inferential underpinnings of the effect and further established that the emotional and moral content of environmental attributes contributes to their susceptibility to anomalous valuation.

Tài liệu tham khảo

Addleman S., 1962, Orthogonal main‐effect plans for asymmetrical factorial experiments, Technometrics, 4, 21, 10.1080/00401706.1962.10489985 10.2307/2234133 10.1037/1076-898X.2.2.107 10.1006/obhd.1997.2690 Biddle D., 1993, Recycling for profit: The new green business frontier, Harvard Business Review, 71, 145 10.1006/jeem.1995.1011 Coupey E. Irwin J. R. & Payne J. W. (in press). Product familiarity and the expression of preference.Journal of Consumer Research. 10.1016/B978-0-444-81469-2.50009-2 10.1007/BF01065314 10.1007/BF00056166 10.1037/0033-295X.102.2.269 10.1207/s15327663jcp0404_03 10.1086/208721 Green P.E., 1975, New ways to measure consumers’ judgments, Harvard Business Review, 53, 107 10.1108/S0573-8555(1993)220 10.1007/BF01065347 Johnson J., 1972, Econometric methods 10.1093/oxfordjournals.oep.a042193 10.1207/s15327663jcp0404_01 10.1016/0095-0696(92)90019-S 10.1111/j.1467-9280.1993.tb00570.x 10.1017/CBO9781139174084 10.2307/1250192 Lituan L., 1995, Going ‘green’ in the 90's, Nation's Business, 83, 30 Makower J., 1988, The green consumer Mead W.J., 1993, Contingent valuation: A critical assessment, 305 Mitchell R.C., 1989, Using surveys to value public goods: The contingent valuation method 10.1037/0022-006X.51.1.4 Schkade D.A., 1993, Contingent valuation: A critical assessment, 271 10.1126/science.3563507 10.1016/0095-0696(92)90020-W Study ties fouled air to high urban death rates. (1993 December 9).The New York Times p. B15.
Thông tin
Thông tin xuất bản

Journal of Consumer Psychology

Tập 6

339-363

Thông tin tác giả