“ Where this research gets even more interesting, is that when a behaviour is tagged – or labelled – in this way, then the consumer is likely to behave next time in keeping with this label. So, with our person taking the train – even if their initial motivation was being able to read the paper – with the social label of being pro-environmental for leaving the car at home – they’ll be more likely to approach subsequent decisions with a stronger pro-environmental stance.
Comments From an outstanding article on social labeling. Interesting if you are in to psychology and/or marketing and/or why people do the irrational things we do.
How can we change consumer behaviour to benefit the environment? (guardian.co.uk)
