Loading...
Thumbnail Image
Publication

Thinking Counterfactually for Sustainable Tourism: Experimental Evidence for Improvement in Pro-environmental Intentions and Emotions

Abstract
The purpose of this study was to test the affective and behavioral implications of counterfactual thinking for tourism and hospitality consumers’ environmentally sustainable behavior. Despite the crucial role of travelers/guests in sustainable tourism, cognitive explanations of sustainable attitudes or behaviors are scarce. Moreover, the fact that research either focuses on specific segments or relies on survey data prevents strong causal inferences. Two experiments, two pilots and a pretest were conducted to investigate the functionality of counterfactual thinking – a cognitive process with behavioral improvement potential. True-experimental and factorial design with control groups allowed for strong causal inferences regarding the predictive role of counterfactuals for pro-environmental behavior. Results show counterfactuals do not only have significant emotional and intentional influences with respect to the environment, but through goal cognition, they can cause absolute improvement in behavioral intentions. Implications are discussed with respect to long-term effects of counterfactuals within communications that target sustainable behavior.
Type
event
event
Date
2018
Publisher
Degree
Advisors
Rights
License