Abstract
Ethical labels signal positive ethical quality of a product but fail to create massive demand for such products. Based on regulatory focus theory and prospect theory, it is argued that negative signalling of low ethical quality would have a stronger effect on the adoption of ethical products than the current positive signalling of high ethical quality. The effect of positive versus negative signalling of high versus low ethical quality on attitude and preference formation is tested in three experimental studies (N = 81; N = 170; N = 177). Results show (1) that negative labelling has more effect on attitude and preference than positive labelling, (2) that the effect of labelling is enhanced by regulatory fit, and (3) that the effect of labelling is mediated by personal norms. No evidence of either mediation or moderation by environmental concern was found.
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Appendix: Regulatory Focus Scale
Appendix: Regulatory Focus Scale
Promotion Items
I frequently imagine how I will achieve my hopes and aspirations.
I see myself as someone who is primarily striving to reach my “ideal self.”
In general, I am focused on achieving positive outcomes in my life.
Overall, I am more oriented toward achieving success than preventing failure.
I typically focus on the success I hope to achieve in the future.
Prevention Items
In general, I am focused on preventing negative events in my life.
I frequently think about how I can prevent failures in my life.
I often imagine myself experiencing bad things that I fear might happen to me.
I am anxious that I will fall short of my responsibilities and obligations.
I see myself as someone who is primarily striving to become the self I “ought” to be.
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Van Dam, Y.K., De Jonge, J. The Positive Side of Negative Labelling. J Consum Policy 38, 19–38 (2015). https://doi.org/10.1007/s10603-014-9274-0
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DOI: https://doi.org/10.1007/s10603-014-9274-0