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  3. Characterizing behavior as commonplace enhances likelihood of consumer participation

Characterizing behavior as commonplace enhances likelihood of consumer participation

  • Tue Mar 20 04:00:00 UTC 2012
  • News and Publications, Research Brief
  • Corporate Citizenship
This study looked at the effectiveness of appeals to consumers to participate in pro-social and pro-environmental initiatives. Researchers found the appeals were most effective when participation was identified as the dominant behavior, and when the subjects of the appeal shared similarities with those already participating.
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