Lentz, M.B.S. (2022) Environmental Taboo Tradeoffs in the Relational Models Perspective. Master thesis, Psychology.
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MBS Lentz Master Environmental Taboo Tradeoffs.pdf Download (1MB) | Preview |
Abstract
Although people agree that driving an SUV impacts the environment negatively by emitting Co², purchase of SUVs are peaking. Trading-off the protection of the environment (a sacred value) with money (a secular value) own benefit, are Taboo Tradeoffs (TTO). Although, previous research has established that TTOs elicit negative attitudes and avoidance behaviors in humans, lesser was known of TTOs effect in the environmental domain. This study aimed to expand knowledge for TTOs relating to the environment by adapting a TTO in different relational models. 155 UK-based participants filled out a quantitative online questionnaire in one of three conditions after viewing one of three poster advertisements. The three advertisements showed a brand-new SUV, with differing focus of the taglines for the three different conditions: Market Pricing, Communal Sharing or control condition. Among other participants were asked to rate their purchase intentions, product, and advertisement attitude, as well as their willingness to pay. Statistical analyses showed that different relational models for the different advertisements had no significant effect on or relationship with the attitudinal variables, such a purchase intention. There were no differences in their ratings between the three groups. An unexpected gender effect was found for advertisement attitude ratings. This study may imply that advertisements for SUVs may are not seen as TTOs. However, the study’s finding is likely to be biased due to methodical limitations, as the chosen advertisements were not evaluated for their perceptions of taboo tradeoff in a pre-test. In consequences directions for future research are identified. Keywords: taboo tradeoff, relational models theory, decision, environment
| Item Type: | Thesis (Master) |
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| Supervisor name: | Epstude, K. |
| Degree programme: | Psychology |
| Differentiation route: | Applied Social Psychology (ASP) [Master Psychology] |
| Date Deposited: | 21 Dec 2022 13:19 |
| Last Modified: | 21 Dec 2022 13:19 |
| URI: | http://gmwpublic.studenttheses.ub.rug.nl/id/eprint/1498 |
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