She Said, She Said: Differential Interpersonal Similarities Predict Unique Linguistic Mimicry in Online Word of Mouth

This research examines the antecedents, causes, and consequences of linguistic mimicry, which assesses how closely individuals match others’ word use, in online WOM. We examine mimicry of both linguistic style (how things are said) and content (what is said). To our knowledge, this research provides the first demonstration of unique linguistic mimicry, where consumers engaging in online WOM differentially mimic other posters’ word use. Two experiments and one study using field data show that when consumers are personally similar to an individual who has previously posted (e.g., same gender), they mimic this individual’s positive emotion and social word use. When consumers are similar in status to an individual who has previously posted (e.g., same forum ranking), they mimic this individual’s cognitive and descriptive word use. This differential mimicry is driven by affiliation versus achievement goals, respectively, and affects consumers’ engagement in online WOM in terms of posting incidence and volume

Turning Off the Lights: Consumers\u27 Environmental Efforts Depend on Visible Efforts of Firms

Firms can save considerable money if consumers conserve resources (e.g., if hotel patrons turn off the lights when leaving the room, restaurants patrons use fewer paper napkins, or airline passengers clean up after themselves). In two studies conducted in real-world hotels, the authors show that consumers’ conservation behavior is affected by the extent to which consumers perceive the firm as being green. Furthermore, consumer perceptions of firms’ greenness and consumer conservation behavior depend on (a) whether the firm requests them to conserve resources, (b) the firm’s own commitment to the environment, and (c) the firm’s price image. Additionally, firm requests to consumers to save resources can create consumer reactance and can backfire when firms themselves do not engage in visible costly environmental efforts. Such reactance is more likely for firms with a high price image. Finally, the authors show that by spending a little money to signal environmental commitment, firms can save even more money through consumers’ conservation of resources, resulting in wins for the firm, the consumer, and the environment

Rejecting Responsibility: Low Physical Involvement in Obtaining Food Promotes Unhealthy Eating

Five experiments show that less physical involvement in obtaining food leads to less healthy food choices. We find that when participants are given the choice of whether or not to consume snacks that they perceive as relatively unhealthy, they have a greater inclination to consume these snacks when less (versus more) physical involvement is required to help themselves to the food; this is not the case for snacks that they perceive as relatively healthy. Further, when participants are given the opportunity to choose their portion size, they select larger portions of unhealthy foods when less (versus more) physical involvement is required to help themselves to the food; again, this is not the case for healthy foods. We suggest that this behavior occurs because being less physically involved in serving one’s food allows participants to reject responsibility for unhealthy eating and thus to feel better about themselves following indulgent consumption. These findings add to the research on consumers’ self-serving attributions and to the growing literature on factors that nudge consumers towards healthier eating decisions

Corporate Leanwashing and Consumer Beliefs About Obesity

Purpose of review. Caloric overconsumption, rather than lack of exercise, is the primary driver of overweight and obesity. We review people’s beliefs about the causes of obesity, and the origins and consequences of these beliefs, and suggest possible mechanisms for corrective action.Recent findings. In multiple samples across the world, approximately half the population mistakenly believes that lack of exercise is the primary cause of obesity. These misbeliefs have consequences: people who underestimate the importance of one’s diet are more likely to be overweight or obese than people who correctly believe that diet is the primary cause of obesity. Next, we discuss the systematic misrepresentation of these factors -- which we call \u27leanwashing\u27 -- by the food and beverage industry. Corporate messaging and actions are likely contributing factors to these mistaken beliefs being so widespread, and corrective actions are required. These include regulation and taxation.Summary. People’s beliefs have important medical consequences, and the origins of these beliefs and misbeliefs need to be monitored and regulated

Enabling Tailored Music Programs in Elementary Schools: An Australian Exemplar

Participation in meaningful school music programs is the right of all children. Although music education is widely supported by policy, significant gaps exist in practice in most developed Western countries.  These gaps mean the extrinsic and intrinsic benefits associated with participation in tailored programs are not equally available to all learners. School leaders have a critical role to play in determining the degree to which appropriate music programs are resourced in their schools and serve as both gate-keepers and enablers of these opportunities. The exemplary case study reported in this article describes a unique program that makes an interesting and complete contribution to knowledge. A string ensemble program in a socio-economically disadvantaged school provided “great opportunities to study music” that were “fun” and “calming” because of the “encouraging” approach adopted by teachers, except in relation to performances, which were “nerve-wracking”. Learners, parents, teachers and leadership were all “proud” of the achievements of these young people, who often struggled in other academic areas and had escaped considerable trauma in their home countries. The results suggest that relevant music programs are not necessarily tied to a particular genre of music, but rather to the ways in which leaders and facilitators identify whether extrinsic or intrinsic benefits should be targeted and then tailor program designs to meet those needs