Uncovering the potential of evaluative conditioning in shaping attitudes toward sustainable product packaging
IntroductionThe necessity to promote pro-environmental behavior change in individuals and society is increasingly evident. This study aimed to investigate the effect of evaluative conditioning on consumers’ perception of product packaging.MethodsWe first produced two stimulus sets: one including ima...
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| Format: | Article |
| Language: | English |
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Frontiers Media S.A.
2024-03-01
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| Series: | Frontiers in Psychology |
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| Online Access: | https://www.frontiersin.org/articles/10.3389/fpsyg.2024.1284422/full |
| _version_ | 1797262265552994304 |
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| author | Nikki Leeuwis Nikki Leeuwis Tom van Bommel Manos Tsakiris Manos Tsakiris Maryam Alimardani |
| author_facet | Nikki Leeuwis Nikki Leeuwis Tom van Bommel Manos Tsakiris Manos Tsakiris Maryam Alimardani |
| author_sort | Nikki Leeuwis |
| collection | DOAJ |
| description | IntroductionThe necessity to promote pro-environmental behavior change in individuals and society is increasingly evident. This study aimed to investigate the effect of evaluative conditioning on consumers’ perception of product packaging.MethodsWe first produced two stimulus sets: one including images of supermarket products with different packaging and the other containing affective images of healthy nature (positive) and climate change impact (negative). These images were then paired in an evaluative conditioning experiment where respondents were informed about the impact of product packaging.ResultsWe found an effect of conditioning depending on the initial sustainability perception that participants had toward product packaging. Pairing products for which participants were uncertain about their sustainability with negative or positive affective images had a significant effect on the sustainable associations of the consumers in a negative or positive direction, respectively. However, the impact of conditioning on products that clearly had (un)sustainable packaging was not that strong.DiscussionThese results provide new tools and evidence to further investigate the power of evaluative conditioning in pro-environmental attitude and behavior change. |
| first_indexed | 2024-04-24T23:54:22Z |
| format | Article |
| id | doaj.art-c7f68a09030948f583a72536060b8ac3 |
| institution | Directory Open Access Journal |
| issn | 1664-1078 |
| language | English |
| last_indexed | 2024-04-24T23:54:22Z |
| publishDate | 2024-03-01 |
| publisher | Frontiers Media S.A. |
| record_format | Article |
| series | Frontiers in Psychology |
| spelling | doaj.art-c7f68a09030948f583a72536060b8ac32024-03-14T16:05:40ZengFrontiers Media S.A.Frontiers in Psychology1664-10782024-03-011510.3389/fpsyg.2024.12844221284422Uncovering the potential of evaluative conditioning in shaping attitudes toward sustainable product packagingNikki Leeuwis0Nikki Leeuwis1Tom van Bommel2Manos Tsakiris3Manos Tsakiris4Maryam Alimardani5Department of Cognitive Science and Artificial Intelligence, Tilburg School of Humanities and Digital Sciences, Tilburg University, Tilburg, NetherlandsUnravel Research, Utrecht, NetherlandsUnravel Research, Utrecht, NetherlandsDepartment of Psychology, Royal Holloway, University of London, Egham, United KingdomCentre for the Politics of Feelings, School of Advanced Study, University of London, London, United KingdomDepartment of Cognitive Science and Artificial Intelligence, Tilburg School of Humanities and Digital Sciences, Tilburg University, Tilburg, NetherlandsIntroductionThe necessity to promote pro-environmental behavior change in individuals and society is increasingly evident. This study aimed to investigate the effect of evaluative conditioning on consumers’ perception of product packaging.MethodsWe first produced two stimulus sets: one including images of supermarket products with different packaging and the other containing affective images of healthy nature (positive) and climate change impact (negative). These images were then paired in an evaluative conditioning experiment where respondents were informed about the impact of product packaging.ResultsWe found an effect of conditioning depending on the initial sustainability perception that participants had toward product packaging. Pairing products for which participants were uncertain about their sustainability with negative or positive affective images had a significant effect on the sustainable associations of the consumers in a negative or positive direction, respectively. However, the impact of conditioning on products that clearly had (un)sustainable packaging was not that strong.DiscussionThese results provide new tools and evidence to further investigate the power of evaluative conditioning in pro-environmental attitude and behavior change.https://www.frontiersin.org/articles/10.3389/fpsyg.2024.1284422/fullevaluative conditioningaffective imagessustainabilityattitude changeimplicit associations |
| spellingShingle | Nikki Leeuwis Nikki Leeuwis Tom van Bommel Manos Tsakiris Manos Tsakiris Maryam Alimardani Uncovering the potential of evaluative conditioning in shaping attitudes toward sustainable product packaging Frontiers in Psychology evaluative conditioning affective images sustainability attitude change implicit associations |
| title | Uncovering the potential of evaluative conditioning in shaping attitudes toward sustainable product packaging |
| title_full | Uncovering the potential of evaluative conditioning in shaping attitudes toward sustainable product packaging |
| title_fullStr | Uncovering the potential of evaluative conditioning in shaping attitudes toward sustainable product packaging |
| title_full_unstemmed | Uncovering the potential of evaluative conditioning in shaping attitudes toward sustainable product packaging |
| title_short | Uncovering the potential of evaluative conditioning in shaping attitudes toward sustainable product packaging |
| title_sort | uncovering the potential of evaluative conditioning in shaping attitudes toward sustainable product packaging |
| topic | evaluative conditioning affective images sustainability attitude change implicit associations |
| url | https://www.frontiersin.org/articles/10.3389/fpsyg.2024.1284422/full |
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