Purpose: This paper aims to examine how social and moral salience influences the activation/deactivation of consumer motives and how this in turn affects costly pro-environmental consumer behavior. Design/methodology/approach: In two experiments involving real purchases, it was tested whether...

Purpose – The purpose of the present research is to explore the (multi-) dimensionality of the highly influential gain, hedonic and normative master goals. Despite being important drivers of consumer behavior, few attempts have been made to incorporate these goals into a single measure....

It has recently been argued that giving is spontaneous while greed is calculated (Rand et al. 2012). If greed is calculated we would expect that cognitive load, which is assumed to reduce the influence of cognitive processes, should affect greed. In this paper we study both charitable giving and...

We study the impact of cognitive load in dictator games to test two conflicting views of moral behavior. Are social preferences skindeep in the sense that they are the result of humans’ cognitive reasoning while the natural instinct is selfish, or is rather the natural instinct to share fairly...

Reactions to third-party inequality were investigated in three experiments. In Experiment 1, 52 undergraduates allocated money between themselves and two others. Preferences for equal and unequal distributions were also rated. The results show that people are averse to inequalities between...

An ongoing discussion concerns road-pricing schemes as measures to abate traffic congestion and air pollution in metropolitan areas. If such measures are to be effective, road-pricing fees must be set sufficiently high. However, municipalities are likely to have other goals besides reducing car...