Judgments of a Product’s Quality and Perceptions of User Experience Can Be Mediated by Brief Messaging That Matches the Person’s Pre-existing Attitudes

Frontiers in Psychology

article

Ian Walker¹  Gregory O. Thomas²  Sukumar Natarajan³  Nigel Holt⁴ 

[1] Department of Psychology, University of Bath, United Kingdom;Welsh School of Architecture, Cardiff University, United Kingdom;Department of Architecture and Civil Engineering, University of Bath, United Kingdom;Department of Psychology, Aberystwyth University, United Kingdom

关键词: spillover;    halo effect;    self-activation;    environmental;    sustainable;    framing;   

DOI  :  10.3389/fpsyg.2020.01261

学科分类：社会科学、人文和艺术（综合）

来源: Frontiers

【 摘 要 】

The mediation of an attitude to a product following a brief message is investigated. Statements indicating whether a computer was running on energy from renewable or more conventional sources were presented and users’ experiences were measured. Participants’ pre-existing environmental concern and the satisfaction they expressed with the computers were related, but only when the “renewable energy” message was presented. We conclude that enduring attitudes to environmental concern and situation-specific knowledge can interact in evaluations of a situation – a finding with implications for behavior-change strategies. Theoretically, results are discussed in terms of “spillover” from one behavior to another, the Halo Effect and self-activation, where those with a self-identity of being environmentally conscious have this identity activated by messaging congruent with their self-identity, resulting in an influence of their opinion of a product. Conversely, those with an anti-environmental worldview might rate products more negatively when the product’s environmental credentials are mentioned, presumably because these credentials are not congruent with self-identity.

【 授权许可】

CC BY