Featured Research

from universities, journals, and other organizations

Green Marketers Should Take Cue From Ten Commandments

Date:
March 31, 2009
Source:
University of Texas at Austin, McCombs School of Business
Summary:
Companies offering "green" products and services can improve sales by making simple shifts in marketing language, new research has demonstrated.

Companies offering "green" products and services can improve sales by making simple shifts in marketing language, new research from The University of Texas at Austin and the University of South Carolina has demonstrated.

Related Articles


The key findings, to be published in a forthcoming issue of the Journal of Marketing Research, hinge on an aspect of consumer decision-making which might seem trivial at first.

Suppose you were narrowing down a list of potential cars to buy. Would it matter whether you narrowed the choices down by eliminating alternatives that do not interest you, or by identifying alternatives that do interest you? Logically, it should make no difference how you go about the narrowing down process.

"We find that it makes a big difference, and we find this difference over and over, across different product categories," said Julie Irwin, associate professor of marketing at the McCombs School of Business at The University of Texas at Austin, who co-authored the work with Rebecca Naylor, assistant professor of marketing at the Moore School of Business at the University of South Carolina.

For example, the researchers asked consumers to sort actual shampoo bottles, either by putting them into an "interested" bin or a "not interested" bin. When faced with a "not interested" task the consumers paid much more attention to whether the shampoo companies perform animal testing or not. In the "interested" task consumers all but ignored this information.

"We show that exclusion is more compatible with moral reasoning than inclusion, even though logically they should not differ," Irwin said. "This is because we tend to think of morality in terms of 'don'ts,'" Irwin said, noting that many of the Ten Commandments are expressed negatively ("thou shalt not") as are many of our other moral rules such as "first, do no harm."

What does this research mean for consumers who want to act ethically? When faced with buying choices they should make the task one of exclusion: "Which choices do I not want?" Doing so will put you more naturally in a frame of mind to consider what really matters to you.

Similarly, marketers should encourage an exclusion frame of mind. Advertising can use phrases such as "say no to wasteful cars" and "no need to even consider buying clothes made using child labor." Consumer advocacy groups can provide lists of options not to consider: companies that are not green, companies that violate human rights, etc.

These simple shifts should, these researchers show, lead to substantially increased preference for green and other ethical products.


Story Source:

The above story is based on materials provided by University of Texas at Austin, McCombs School of Business. Note: Materials may be edited for content and length.


Cite This Page:

University of Texas at Austin, McCombs School of Business. "Green Marketers Should Take Cue From Ten Commandments." ScienceDaily. ScienceDaily, 31 March 2009. <www.sciencedaily.com/releases/2009/03/090331112633.htm>.
University of Texas at Austin, McCombs School of Business. (2009, March 31). Green Marketers Should Take Cue From Ten Commandments. ScienceDaily. Retrieved November 27, 2014 from www.sciencedaily.com/releases/2009/03/090331112633.htm
University of Texas at Austin, McCombs School of Business. "Green Marketers Should Take Cue From Ten Commandments." ScienceDaily. www.sciencedaily.com/releases/2009/03/090331112633.htm (accessed November 27, 2014).

Share This


More From ScienceDaily



More Earth & Climate News

Thursday, November 27, 2014

Featured Research

from universities, journals, and other organizations


Featured Videos

from AP, Reuters, AFP, and other news services

Scientists Find Invisible Space Shield Protecting Earth

Scientists Find Invisible Space Shield Protecting Earth

Newsy (Nov. 27, 2014) — An invisible barrier is keeping dangerous super fast electrons from interfering with our atmosphere, but scientists aren't entirely sure how. Video provided by Newsy
Powered by NewsLook.com
Bolivian Recycling Initiative Turns Plastic Waste Into School Furniture

Bolivian Recycling Initiative Turns Plastic Waste Into School Furniture

Reuters - Innovations Video Online (Nov. 26, 2014) — Innovative recycling project in La Paz separates city waste and converts plastic garbage into school furniture made from 'plastiwood'. Tara Cleary reports. Video provided by Reuters
Powered by NewsLook.com
Blu-Ray Discs Getting Second Run As Solar Panels

Blu-Ray Discs Getting Second Run As Solar Panels

Newsy (Nov. 26, 2014) — Researchers at Northwestern University are repurposing Blu-ray movies for better solar panel technology thanks to the discs' internal structures. Video provided by Newsy
Powered by NewsLook.com
Antarctic Sea Ice Mystery Thickens... Literally

Antarctic Sea Ice Mystery Thickens... Literally

Newsy (Nov. 25, 2014) — Antarctic sea ice isn't only expanding, it's thicker than previously thought, and scientists aren't sure exactly why. Video provided by Newsy
Powered by NewsLook.com

Search ScienceDaily

Number of stories in archives: 140,361

Find with keyword(s):
 
Enter a keyword or phrase to search ScienceDaily for related topics and research stories.

Save/Print:
Share:  

Breaking News:

Strange & Offbeat Stories

 

Plants & Animals

Earth & Climate

Fossils & Ruins

In Other News

... from NewsDaily.com

Science News

Health News

Environment News

Technology News



Save/Print:
Share:  

Free Subscriptions


Get the latest science news with ScienceDaily's free email newsletters, updated daily and weekly. Or view hourly updated newsfeeds in your RSS reader:

Get Social & Mobile


Keep up to date with the latest news from ScienceDaily via social networks and mobile apps:

Have Feedback?


Tell us what you think of ScienceDaily -- we welcome both positive and negative comments. Have any problems using the site? Questions?
Mobile iPhone Android Web
Follow Facebook Twitter Google+
Subscribe RSS Feeds Email Newsletters
Latest Headlines Health & Medicine Mind & Brain Space & Time Matter & Energy Computers & Math Plants & Animals Earth & Climate Fossils & Ruins