THEY DID WHAT? WHY THE UNEXPECTED SUSTAINABLE BEHAVIORS OF OTHERS LEAD TO POSITIVE OUTCOMES.

Saved in:

Bibliographic Details
Title:	THEY DID WHAT? WHY THE UNEXPECTED SUSTAINABLE BEHAVIORS OF OTHERS LEAD TO POSITIVE OUTCOMES.
Authors:	Thürridl, Carina¹ c.m.thuerridl@uva.nl, Vock, Marlene¹ m.vock@uva.nl, Simpson, Bonnie² bonnie.simpson@uwo.ca
Source:	AMA Winter Academic Conference Proceedings. 2026, Vol. 37, p1203-1206. 4p.
Abstract:	Across four experiments, we show that observing unexpected behavior increases sustainable behaviors by heightening behavioral uncertainty and susceptibility to normative influence, an effect that is attenuated when behaviors are already normative and challenges the marketing focus on congruency. [ABSTRACT FROM AUTHOR]
	Copyright of AMA Winter Academic Conference Proceedings is the property of American Marketing Association and its content may not be copied or emailed to multiple sites without the copyright holder's express written permission. Additionally, content may not be used with any artificial intelligence tools or machine learning technologies. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)
Database:	Education Research Complete

Description
Abstract:	Across four experiments, we show that observing unexpected behavior increases sustainable behaviors by heightening behavioral uncertainty and susceptibility to normative influence, an effect that is attenuated when behaviors are already normative and challenges the marketing focus on congruency. [ABSTRACT FROM AUTHOR]
ISSN:	10540806