f3badd75_trepreneurship___Bauer_College__Topic
[Date] April 1 [Speaker] Ajay Kalra Rice [Topic] 
"Abundant Mindset and Conservation" Click here to read Abstract Despite efforts to increase awareness of the importance of conservation, the rate of progress in reducing waste has been low. We propose one new approach to reducing waste. We examine situations where waste occurs because consumers' over-acquire goods and then either do not use all of that is acquired or use it inefficiently. We suggest that cues indicating non-abundance of a resource can prompt conservation behaviors. We posit that the tendency to conserve triggered by non-abundance cues in a prior context can persist into subsequent consumption of unrelated resources. In four experiments, we demonstrate the proposed phenomenon, showing that non-abundance cues regarding one particular resource decrease cognitive accessibility of the general construct of abundance, and subsequently increase participants' tendency to conserve a different type of resource. Our results suggest that the underlying mechanism for the effect of non-abundance cues on conservation is motivational rather than priming of conservation-related concepts or traits.
Spring 11 Seminars - Dept. of Marketing & Entrepreneurship | Bauer College
Topic