Suchergebnisse

What motivates people to act in the community's interest when self-interest is an insufficient motivation? In response, this paper proposes a model for predicting behavioral intentions that incorporates an individual's perceived threats to one's self and to one's community, perceived individual and community benefits/consequences of engaging in behaviors that will facilitate desired outcomes, and self-efficacy. We test the model in three contexts related to environmental conservation and find substantial support for our model. Findings have implications for social marketing of environmental behaviors and may prove relevant when considering behavior supportive of other community-oriented issues such as public health, education, and transportation.

Abstract
Studies suggest that certain vowel and consonant sounds (or phonemes) can be associated with perceptions of large and small size. Mental rehearsal of prices containing numbers with small phonemes results in overestimation of price discounts, whereas mental rehearsal of prices containing numbers with large phonemes results in underestimation. Mental rehearsal of the same sale prices characterized by small phonemes in one language and large phonemes in another language can yield differential effects. For example, when sale prices are rehearsed in English, an $\$ 11.00-\$ 7.88$ (28.4%) discount is perceived as greater than a $\$ 10.00-\$ 7.01$ (29.9%) discount; however, when these same prices are rehearsed in Chinese, the latter discount is perceived as greater. Non-price-related phonemes do not yield these same discount distortions. Collectively, findings indicate that the mere sounds of numbers can nonconsciously affect and distort numerical magnitude perceptions.

Abstract
This article introduces the fresh start mindset, defined as a belief that people can make a new start, get a new beginning, and chart a new course in life, regardless of their past or present circumstances. With historical roots in American culture and neoliberalism, and with contemporary links to liquid modernity and global consumer culture, this mindset structures reasoning, experience, and everyday language, and guides behavior across self- and other-transformative consumption domains. We develop a six-item scale (FSM) to measure the fresh start mindset and situate it within a broader nomological network, including growth mindset, personal capacity for change, optimism, future temporal focus, internal locus of control, self-efficacy, perseverance, resilience, and consumer variety seeking. Individuals with a stronger (vs. weaker) fresh start mindset invest in transformative change through changing their circumstances, including their own consumption choices (e.g., buying a new pair of sunglasses and getting a new self); they also are more supportive of transformative programs that assist those who are challenged to get a fresh start (i.e., disadvantaged youth, at-risk teens, veterans, and tax-burdened adults). Our work significantly contributes to transformative consumer research with attention to self-activities and programs for vulnerable populations that enable new beginnings.