! !!!!!Liking!Moral!Rebels!for!Being!Prosocially!Green!or!Selfishly!Moneykeen ! 8!

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Liking!Moral!Rebels!for!Being!

Prosocially

!

Green

!or!Selfishly!Moneykeen!

!

8!

!

Involved'vs'uninvolved'observers''responses'to'moral'rebels'

using'moral'vs'economic'justifications'for'choosing'a'

sustainable'consumption'option'

!

By''

Claire'Brouwer'

'

Author:!

!

1

st

!supervisor:!

!

2

nd

!supervisor:!

Claire'Brouwer'(S2536412)''

dr.'J.W.'Bolderdijk' '

dr.'J.A.'Voerman'

c.f.o.brouwer@student.rug.nl'

j.w.bolderdijk@rug.nl'

j.a.voerman@rug.nl'

'

Kastanjelaan'84'

'

Nettelbosje'2'

'

Nettelbosje'2'

9741'CR,'Groningen''

'

9747'AE,'Groningen''

9747'AE,'Groningen'

The'Netherlands' '

'

The'Netherlands' '

The'Netherlands'

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PREFACE!

!

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ABSTRACT

!

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TABLE!OF!CONTENTS!

!

PREFACE!...!3'

ABSTRACT!...!4'

INTRODUCTION!...!6'

THEORETICAL!FRAMEWORK!...!8'

RESENTING

'

MORAL

'

REBELS'...'8'

LEVEL

'

OF

'

INVOLVEMENT'...'9'

SOCIAL

'

RISKS

'

OF

'

BEING

'

A

'

MORAL

'

REBEL'...'11'

CONCEPTUAL!MODEL!...!12'

EXPECTATIONS'...'13'

METHODOLOGY!...!14'

STUDY

'

CONTEXT

'

JUSTIFICATION

'

Y

'

"NOYPACKAGING

'

ZERO

'

WASTE"

'

CONCEPT

'

GROCERY

'

STORE'...'14'

MANIPULATION

'

AND

'

MEASUREMENT

'

OF

'

VARIABLES'...'15'

Manipulationoftheindependentvariable:Moralrebels'justification...15'*

Manipulationofthemoderator:Levelofinvolvement...16'

Measuringthemediator:Threattoself0concept...16'*

Measuringthedependentvariable:Observers'response...17'*

ManipulationCheck...17'*

Measuringparticipants'likingoftheconceptstore...17'

PARTICIPANTS'...'17'

PLAN

'

OF

'

ANALYSIS'...'18'

RESULTS!...!19'

THREAT

'

TO

'

SELFYCONCEPT'...'19'

OBSERVERS'

'

RESPONSE'...'19'

MODERATED

'

MEDIATION

'

ANALYSIS'...'20'

LIKING

'

OF

'

THE

'

CONCEPT

'

STORE'...'22'

DISCUSSION!...!23'

Facingmorallymotivatedmoralrebels...23'

Facingselfishlymotivatedmoralrebels...24'

Likingtheconceptstore...24'*

CONCLUSION'...'24'

LIMITATIONS'...'25'

MANAGERIAL

'

IMPLICATIONS'...'26'

FUTURE

'

RESEARCH

'

IDEAS'...'26'

REFERENCES!...!28'

APPENDIX!A!...!31'

APPENDIX!B!...!32'

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INTRODUCTION!

!

Imagine*a*representative*handing*you*a*flyer*on*the*street.*The*flyer*requests*you*to*sign* an*online*petition*for*the*opening*of*a*"no0packaging*zero*waste"*grocery*store*at*your* local*shopping*centre.*You*heard*about*the*concept*before,*and*remember*that*it*aims*at* environmental*friendliness.*'Sure,*it*is*a*nice*idea'*you*think*to*yourself,*but*you*do*not* feel*like*going*through*the*trouble*of*looking*up*the*website*at*home*and*leaving*all*your* personal* information.* As* it* does* not* enthuse* you* enough* to* win* over* your* desire* to* advocate*the*new*grocery*store,*you*decide*to*throw*out*the*flyer*in*the*trashbin.*Later,* you*overhear*a*conversation*between*a*man*and*a*woman*who*also*received*the*flyer,* where*the*woman*says:*"..*I*am*definitely*going*to*sign*the*online*petition*as*soon*as*I* get* home.* I* would* love* it* if* this* store* would* open* its* doors* here,* because* I* find* it* important* to* do* my* part* as* a* moral* consumer.* Since* all* of* their* products* are* sold* completely*package0free,*we*could*all*contribute*to*food0*and*package*waste*reduction."* Man*responds:*"..*I*do*not*care*so*much*about*that*if*I*am*honest,*but*nonetheless,*I*am* still*going*to*sign*the*online*petition*as*well.*It*would*be*great*to*have*such*a*store*here,* because* it* would* allow* me* to* save* so* much* money* on* my* groceries!* Unlike* in* the* supermarket,*I*could*then*decide*myself*how*much*of*the*products*I*want*to*purchase.* That*would*be*ideal*for*me*because*I*only*need*small*servings*at*home.*Come*to*think*of* how*much*food*I*throw*out*each*month..*May*be*just*as*easy*to*directly*throw*my*money* in*the*garbage*can!"*While*comprehending*the*man*and*woman's*arguments,*you*feel*a* bit*unease*about*having*thrown*the*flyer*away...*You*cannot*put*your*finger*on*why,*but* you*seem*to*prefer*the*man*to*the*woman.*In*fact,*you*do*not*like*the*woman*much*at* all,*whereas*you*do*not*really*have*an*opinion*about*the*man.*How*come?** '

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consumers''moral'values.'Hence,'consumers'engaging'with'the'latter'type'of'sustainable'options'strive' to'behave'prosocially'and'are'also'viewed'as'such'by'their'peers'who'observe'them'(referred'to'as'the'

observers).'That'is,'there'are'reputational'aspects'involved'with'portraying'sustainable'consumption'

behaviour,' i.e.' what' a' person' communicates' about' himself' by' behaving' prosocially.' Unfortunately,' observers' are' not' particularly' fond' of' morally' superior' others' because' they' know' they' should' and' could'have'taken'a'similar'moral'path'as'well'when'they'too'have'been'provided'with'the'opportunity.' Just' like' you' could' have' done' the' right' thing' by' complying' with' the' request' of' signing' the' online' petition,'but'instead'did'not'because'it'did'not'seem'worth'the'trouble.'Contrarily,'you'would'have' liked'the'woman'if'you'had'not'received'the'option'to'make'a'moral'choice.'On'the'other'hand,'when' such'an'initiative'also'includes'a'financial'incentive,'reasons'for'engagement'may'be'different.'If'you' would'then'say'to'be'motivated'by'economic'reasons,'you'would'plausibly'be'perceived'to'be'acting' selfishly'by'the'observers.*With'that,'observers'may'form'a'different'opinion'about'you.'In'fact,'they' may'accept'you,'regardless'of'their'state'of'involvement'in'the'situation,'because'having'a'financial' motive'does'not'deviate'as'much'from'social'norms'as'a'moral'motive'does.'' Literature'in'the'moral'domain'has'documented'observers''reactions'to'their'peers'using'moral'or' nonmoral' reasons' for' making' righteous' choices' well,' but' how' these' effects' will' hold' when' consumers'choose'a'moral'retailing'concept'remains'an'open'question.'Untill'now,'as'the'present' study'will'address'this'issue'by'seeking'to'answer'the'following'research'question:' ' "How!does!the!justification!of!a!moral!consumption!choice!(as!morally!motivated!versus!selfishly! motivated)!affect!how!involved!and!uninvolved!observers!evaluate!that!consumer?"! '

Ultimately,' the' present' study' aims' to' contribute' to' the' existing' literature' in' the' moral' domain' by' studying' involved' versus' uninvolved' observers'' reactions' to' consumers' who' choose' a' moral' consumption'choice'for'moral'versus'economic'reasons.'

'

The'paper'is'organized'as'follows:'first,'the'theoretical'framework'is'described'that'forms'the'basis'for' the' conceptual' model' and' expectations.' Second,' a' description' of' the' research' design' will' follow' including' the' research' method,' data' collection,' and' plan' of' analysis.' Subsequently,' the' results' are' analysed' and' discussed,' from' which' ultimately' conclusions' are' drawn' associated' with' managerial' implications.''

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THEORETICAL!FRAMEWORK!

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woman,' but' could' not' figure' out' why.' The' negative' reaction' may' be' explained' by' the' fact' that' observers'interpret'moral'rebels''behaviour'as'them'taking'a'moral*stand.'More'specifically,'they'think' that'moral'rebels'imply'with'their'prosocial'behaviour'that'it'is'wrong'for'anyone'else'not'to'do'the' same'because'moral'dictates'apply'to'everyone'(Frankena,'1973;'Turiel,'1983).'In'addition,'observers' think'that'moral'rebels'reject'them'by'taking'the'moral'high'ground,'as'they'expect'to'be'liked'less'by' moral'rebels'(Monin'et'al.,'2008).'As'such,'moral'rebels'are'implicitly'challenging'and'threatening'the' observer's' self0concept:' "the' individual's' belief' about' himself,' including' the' person's' attributes' and' who' and' what' the' self' is"' (Baumeister,' 1999).' The' moral' rebel's' choice' to' take' a' stand' against' the' status'quo'implicitly'expresses'disapproval'of'the'ones'not'doing'so,'thereby'(unintentionally)'shaking' the' observer's' confidence' in' being' a' good,' moral' person' (Steele,' 1988).' This' phenomenon' is' called'

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revealed'numerous'global'surveillance'programs;'many'of'them'run'by'the'NSA'in'cooperation'with' telecommunication'companies'and'European'governments.'His'motivation'was'to'inform'the'public' as'to'that'which'is'done'in'their'name'and'that'which'is'done'against'them,'by'which'he'intended'to' make'them'aware'of'the'severe'surveillance'on'the'citizens'by'governments.'Edward'Snowden'may' be' called' a' moral' rebel,' because' he' willingly' went' against' the' grain,' thereby' risking' his' life' by' exposing'the'information'for'the'collective'good'and'in'the'name'of'his'principle:'human's'right'to' privacy.' In' other' words,' he' chose' to' do' the' right' and' moral' thing' unlike' his' colleagues' who' could' have'done'the'same.'In'2014'Snowden'was'prosecuted'for'several'counts'and'his'colleagues'called' him' a' whistleblower,' dissident,' and' a' traitor,' defining' his' stance' in' terms' of' lack' of' communion.' Contrarily,' the' public' praised' Snowden' for' being' a' hero' and' patriot.' In' fact,' Snowden' received' recognition'for'his'righteous'agency'and'was'awarded'the'"Whistleblower'Prize"'and'the'"Ridenhour' TruthYTelling'Prize"'amongst'numerous'others.'Here,'Snowden'was'inspiring'to'uninvolved'observers' (the'public)'but'threatening'to'involved'others'(e.g.'Snowden's'colleagues'at'NSA'who'did'not'report' the' privacyYthreatening' information' to' the' public' but' also' had' the' option' to' do' so),' whose' own' behavior'is'implicitly'called'into'question'and'dislike'Snowden'as'a'result.'' '

The' paradoxical' behaviour' of' observers' caused' by' the' moderating' role' of' one's' involvement' is' empirically' tested' in' a' study' conducted' by' Monin' et' al.' (2008).' Participants' engaged' in' a' task' in' which'they'were'asked'to'take'a'position'that'could'be'interpreted'as'racist.'Besides'completing'the' task,'participants'were'asked'to'rate'an'alleged'previous'participant'based'on'how'he'completed'the' task' before' or' after' participants' had' complied' with' the' task' themselves.' Participants' were' either' confronted'with'an'alleged'fellow'participant'who'had'refused'to'comply'with'the'task'because'he' perceived' it' as' racist' (moral' choice)' or' had' completed' the' task' (nonmoral' choice).' Involved' participants'(those'who'were'first'presented'with'the'racist'task'and'complied)'that'were'confronted' with'the'morally'correct'position'of'the'alleged'participant'that'refused'to'cooperate,'resented'and' disliked'that'alleged'participant.'By'contrast,'uninvolved'individuals'who'were'not'directly'involved'in' the' task' and' were' directly' presented' with' the' morally' correct' position' of' the' alleged' participant,' praised'and'agreed'with'his'stand.'' '

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given' the' option' to' make' a' moral' decision.' Therefore,' you' would' not' have' felt' as' if' the' woman's' argument'was'indirectly'pointed'towards'your'being'as'a'good'moral'person.'Now'that'the'woman's' argument'does'not'make'you'feel'bad'about'yourself,'you'may'in'fact'have'applauded'her'for'striving' to'be'moral'as'a'consumer.'' ' '

SOCIAL!RISKS!OF!BEING!A!MORAL!REBEL!

' Now'it'has'been'clarified'that'moral'rebels'implicitly'give'rise'to'moral'reproach'as'interpreted'by' observers'and'how'this'depends'on'whether'they'are'involved,'the'implications'for'moral'rebels'are' discussed.' As' stated' before,' moral' reproach' motivates' resentment.*Resentment' is' a' defensive' reaction'to'the'perception'that'moral'rebels'are'implicitly'rejecting'those'who'do'not'question'the' situation' (Monin' et' al.,' 2008).'In' turn,' resentment' is' likely' to' lead' to' selfYthreat,' which' triggers'

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CONCEPTUAL!MODEL

!

It' is' unfortunate' that' moral' rebels' implicitly' trigger' negative' reactions' by' observers,' because' the' world' needs' more' people' like' them' to' pave' the' way' to' a' sustainable' future' wherein' natural' resources'are'not'wasted'and'consumed'at'such'a'rapid'pace.'But'will'this'undesirable'mechanism' still'be'in'place'when'moral'rebels'say'to'be'motivated'by'other'considerations'than'the'moral'one?' Namely,' consumers' generally' immediately' link' morality' to' sustainable' options' (Venhoeven,' Bolderdijk,'Keizer'&'Steg,'2013)'and'thus,'automatically'think'that'moral'rebels'act'in'the'name'of' their' moral' principles.' This' is' what' gives' rise' to' the' anticipation' of' moral' reproach' and' its' implications,'i.e.'the'negative'reactions.'So,'how'will'observers'react'to'moral'rebels'choosing'for'a' sustainable'consumption'option'that'provides'a'financial'incentive?'Will'they'still'respond'negatively' if'the'moral'rebel'uses'economic'justifications'for'his'actions?'For'example:'think'back'of'the'man' who' used' economic' justications' for' liking' the' concept' store.' Here,' it' could' be' possible' that' you' believe'that'he'is'acting'out'of'selfYinterest'rather'than'being'altruistic.'Consequently,'you'might'not' feel'threatened'because'your'morality'is'not'pointed'out,'as'there'is'no'implicit'moral'statement'to' be'interpreted.'Therefore,'you'will'feel'no'selfYthreat'through'which'you'would'not'be'bothered'to' react'negatively'to'him'as'your'defensive'mechanisms'are'not'triggered.'As'a'concluding'result,'you' may'in'fact'react'neutral'and'accept*him'rather'than'resent*him.'This'effect'is'expected'to'hold'in' both'cases'wherein'you'are'involved'or'not.'However,'when'the'moral'rebel'reasons'based'on'moral' grounds,'the'observer's'level'of'involvement'will'bring'about'opposite'effects.'Namely,'an'involved' observer'will'feel'a'higher'level'of'threat'to'his'selfYconcept'because'he'interprets'the'moral'rebels'' action'as'him'questioning'the'observers''morality.'As'this'will'sting'the'observers''sense'of'being'a' good' moral' person,' he' will' react' negatively' to' the' moral' rebel.' Contrarily,' the' observer' will' react' positively'when'being'uninvolved.'The'reasoning'behind'this'is'that'through'being'uninvolved,'the' observer'will'not'perceive'the'moral'rebels''action'as'an'indictment.'Hence,'the'observer'will'feel'no' threat'to'his'selfYconcept.'' '

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2013).'The'relationship'between'these'variables'is'depicted'in'figure'1.''

Figure*1.*Conceptual*model*

Within'the'conceptual'model,'the'type'of'justification'moral'rebels'use'for'their'actions'forms'the' independent' variable' to' be' manipulated' and' consists' of' two' levels:' (1)' moral' justification,' and' (2)' economic' justification.' The' dependent' variable' is' continuous' as' the' study' aims' to' measure' observers''response.'The'extent'to'which'observers'feel'a'threat'to'their'selfYconcept'makes'up'the' mediator,' which' is' a' measured' response' variable' as' well.' Finally,' there' is' the' observers'' level' of' involvement' that' is' proposed' to' be' the' moderating' variable' to' be' manipulated' consisting' of' two' levels:'(1)'involved,'and'(2)'uninvolved'state'of'observers.'' ' '

EXPECTATIONS!

!

Overall,'it'is'expected'that'when'a'moral'rebel'uses'economic'justifications'for'choosing'a'sustainable' consumption'option,'the'observer'will'feel'a'smaller'threat'to'his'selfYconcept'as'opposed'to'when' the' moral' rebel' says' to' be' morally' motivated.' Consequently,' the' observer' is' believed' to' respond' relatively'more'positive'to'an'economically'motivated'moral'rebel.''

Furthermore,'it'is'expected'that'uninvolved'observers'will'react'more'neutral'to'moral'rebels'as'they' will' not' feel' addressed' resulting' in' no' threat' felt' to' their' selfYconcept,' as' opposed' to' those' being' involved.''

Lastly,' considering' the' interacting' effects' of' moral' rebels'' type' of' justification' used' and' the' observers''level'of'involvement'with'respect'to'the'amount'of'selfYthreat'felt'by'observers'and'their' subsequent'response,'it'is'hypothesized'that:'

H

1

:!

Observers*will*respond*more*positively*to*moral*rebels*who*base*their*motivation*on*moral*

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METHODOLOGY

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As'this'study'aims'at'measuring'observers''behaviour'in'terms'of'their'reaction'towards'moral'rebels' and' at' determining' a' causal' relationship,' an' experiment' is' chosen' as' method' using' a' betweenY participants' design' (Aronson,' Wilson' &' Brewer,' 1998).' Because' the' independent' variable' and' the' moderator' each' have' two' levels,' the' experiment' includes' four' experimental' groups' to' which' participants'must'be'randomly'assigned'following'an'equal'distribution'(see'table'1).'The'experiment' systematically'orchestrates'the'situation'such'that'participants'either'(1)'are'involved'and'exposed'to' a' moral' rebel' using' moral' justifications;' (2)' are' involved' and' exposed' to' a' moral' rebel' using' economic'justifications;'(3)'are'uninvolved'and'exposed'to'a'moral'rebel'using'moral'justifications;'or' (4)'are'uninvolved'and'exposed'to'a'moral'rebel'using'economic'justifications.''

Experimental!group! Independent!variable!level! Moderator!level!

Group!1:! Moral'justification' Involved'

Group!2:!! Economic'justification' Involved'

Group!3:! Moral'justification' Uninvolved'

Group!4:! Economic'justification' Uninvolved'

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the'store;'(2)'fill'them'with'the'desired'amount'of'a'certain'product'provided'in'bulks'for'example;' (3)'weigh'their'filled'containers'and'then'proceed'to'the'checkYout'counter.'' Because'the'study's'sole'objective'is'to'measure'observers''responses'to'moral'rebels'using'moral'or' economic'motivations'for'choosing'a'sustainable'consumption'option,'it'should'per'definition'carry'a' moral'and'economic'dimension.'Taking'these'criteria'into'consideration,'selecting'the'concept'store' is'justified'as'it'meets'these'requirements.'As'was'pointed'out'in'the'introduction,'the'concept'store' may' appeal' to' consumers'' moral' values' because' it' enables' them' to' contribute' to' a' good' moral' cause:' foodY' and' package' waste' reduction.' Additionally,' it' may' appeal' to' consumers'' economic' values,' because' they' can' decide' themselves' the' proportions' in' which' they' want' to' buy' products.' Taken'together,'the'concept'store'forms'an'appropriate'example'of'a'morally'superior'initiative'that' includes'an'economic'dimension'and'with'that'functions'as'an'ideal'setting'to'test'the'expectations' in.'' '

MANIPULATION!AND!MEASUREMENT!OF!VARIABLES!

!

Every' participant' is' exposed' to' the' introduction' in' which' an' informed' consent' is' included.' Also,' a' visual'description'of'the'concept'store'is'presented'on'the'introduction'page'(see'appendix'A:'figure' 1).'!

Manipulation!of!the!independent!variable:!Moral!rebels'!justification!

In' the' experiment,' the' independent' variable' is' manipulated' such' that' participants' are' either' confronted'with'a'moral'rebel'basing'his'motivation'on'moral'or'on'economic'grounds.'This'is'done' through' presenting' participants' with' an' alleged' moral' rebel' named' Tim:' a' thirtyYyearYold' fresh' graduate'of'social'sciences.'Tim'also'received'a'similar'flyer'like'you'did'in'the'introductory'scenario' (see' appendix' A:' figure' 2).' Dependent' on' which' experimental' group' participants' are' assigned' to,' they' are' given' a' further' background' story' about' Tim.' Those' who' make' their' acquantance' with' morally' motivated' Tim' were' told' that' he' has' great' affinity' with' sustainability' and' strives' to' act' in' accordance'with'what'is'best'for'the'environment.'Accompanied'is'a'Facebook'message'posted'by' Tim' in' which' he' promotes' the' concept' store' and' reasons' to' like' it' because' it' allows' him' to' act' morally'as'a'consumer''(see'figure'2).'Participants'confronted'with'Tim'using'economic'justifications' were'told'that'Tim'keeps'track'of'his'spendings'as'he'has'a'monthly'budget'to'respect.'In'this'case,' his'reasoning'in'his'Facebook'message'for'liking'the'concept'store'is'that'it'allows'him'to'save'a'few' bucks'on'his'groceries,'because'he'only'needs'small'servings'(see'figure'3).''

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Figure*2.*Morally*motivated*Tim* * * * * Figure*3.*Economically*motivated*Tim*

Manipulation!of!the!moderator:!Level!of!involvement!!

Involvement' of' the' participant' is' manipulated' by' providing' them' with' the' opportunity' to' make' a' moral'or'nonmoral'choice.'They'are'told'to'imagine'that'a'representative'walks'up'to'them'on'the' street' and' hands' them' a' flyer' on' which' they' are' requested' to' follow' a' certain' link' leading' to' a' website'containing'an'online'petition'to'support'the'opening'of'(more)'concept'stores'within'their' district.'In'addition,'they'are'asked'to'share'the'given'link'on'their'personal'social'network'page'(see' appendix'A:'figure'2).'The'scenario'is'accompanied'by'the'question:'"Would*you*go*to*the*link,*leave*

your* information* (name/address/phone/email),* sign* the* online* petition* and* share* the* link* on* your* social*network*page?”*The'question'is'deliberately'formulated'as'such'to'facilitate'participants'to'say'

no'to'comply'with'the'request,'i.e.'make'the'nonmoral'decision.'Uninvolvement'is'manipulated'by' simply'not'presenting'the'flyer'to'the'participants,'but'to'directly'confront'them'with'Tim.'Therefore,' they'do'not'receive'the'opportunity'to'comply'with'the'request.'So,'because'they'are'not'involved,'it' is' expected' that' they' will' feel' no' threat' to' their' selfYconcept' when' being' exposed' to' morally' motivated'Tim.''

Measuring!the!mediator:!Threat!to!self8concept

* *

In' order' to' measure' the' amount' of' selfYthreat' participants' feel,' they' are' asked' to' evaluate' themselves'by'means'of'indicating'to'what'extent'at'that'moment'they'felt'happy*with*themselves,*

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scale'with'1'(totally'not'applicable)'to'7'(totally'applicable)'(Cronbach's'α=.94).' '

Measuring!the!dependent!variable:!Observers'!response!

Based'on'Monin'et'al.'(2008)'fourteen'7Ypoint'bipolar'scales'are'given'to'the'participant'to'evaluate' Tim' anchored' on:' stupid–intelligent,' weak–strong,' insecure–confident,' passive–active,' cruel–kind,' awful–nice,' cold–warm,' dishonest–honest,' unfair–fair,' unpleasant–pleasant,' dependent– independent,' stingy–generous,' immature–mature,' and' low' selfYesteem–high' selfYesteem.' For' a' further'assessment'of'Tim,'participants'are'asked'to'indicate'on'a'7Ypoint'Likert'scale'with'1'(strongly' disagree)'to'7'(strongly'agree)'to'what'extent'they'would'(a)'like'Tim'as'a'friend,'(b)'like'Tim'as'a' colleague,'and'(c)'respect'Tim'as'a'person.'These'two'evaluations'of'Tim'by'the'participant'serve'as'a' measure'of'the'participant's'response'to'Tim'as'a'moral'rebel'(Cronbach's'α=.89).' ' '

Manipulation!Check

*

In' order' to' test' that' results' are' caused' by' the' manipulation' of' the' independent' variable,' a' manipulation' check' is' applied.' Participants' are' asked' why' Tim' likes' the' concept' store.' Given' are' three' choices:' (a)' it* saves* money,' (b)' it* is* better* for* the* environment,* and' (c)* it* offers* his* favorite*

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PLAN!OF!ANALYSIS!

Central' to' the' study's' analytical' goal' is' to' describe' and' understand' the' conditional' nature' of' the' threat' to' the' selfYconcept' mechanism' by' which' the' moral' rebels'' type' of' motivation' transmits' its' effect' on' the' involved' or' uninvolved' observers'' responses.' Therefore,' the' type' of' analysis' that' is' conducted'is'that'of'conditional*process*analysis'(Muller,'Judd,'&'Yzerbyt,'2005;'Preacher,'Rucker,'&' Hayes,'2007;'Hayes,'2013)'in'SPSS.'As'the'direct'effect'of'the'moral'rebels''motivation'on'the'threat' felt' by' observers' is' proposed' to' be' moderated' by' observers'' level' of' involvement,' conditional' process'analysis'needs'to'be'executed'following'PROCESS'Macro'model'template'7'(Hayes,'2013,'p:' 447,'see'appendix'B)'using'PROCESS'Macro.'' '

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RESULTS!

!

THREAT!TO!SELF8CONCEPT!

Results' of' an' oneYway' ANOVA' test' show' that' there' is' a' significant' difference' between' the' four' experimental'groups'in'terms'of'the'level'of'threat'felt'to'their'selfYconcept'(F(3,210)=8.480,'p=.000).' By'far,'involved'participants'who'were'confronted'with'morally'motivated'Tim'showed'to'feel'the' highest'level'of'threat'to'their'selfYconcept'as'they'evaluated'themselves'the'most'negatively'(N=50,' M=4.9328,'SD=1.3626)1_{.'Contrarily,'participants'exposed'to'Tim'using'moral'justifications'showed'the'} opposite'effect'when'being'uninvolved.'They'indicated'to'feel'the'most'positively'about'themselves,' which'means'that'they'felt'the'least'amount'of'threat'(N=59,'M=5.6177,'SD=.9065).'Next,'involved' participants'who'were'exposed'to'economically'motivated'Tim'felt'a'somewhat'higher'level'of'threat' to' their' selfYconcept' (N=50,' M=5.5529,' SD=.7093),' than' those' being' uninvolved' (N=54,' M=5.6177,' SD=.9065).'Figure'4'visualizes'the'extent'to'which'participants'felt'a'threat'to'their'selfYconcept'on' average'at'95%'confidence'intervals.' ' ' ' ' ' ' ' ' ' ' * * Figure*4.*Means*and*95%*confidence*intervals*of*participants'*level*of*threat*to*self0concept* **

OBSERVERS'!RESPONSE!

According' to' the' results' of' an' ANOVA' test,' the' four' experimental' groups' show' a' significant' difference'in'terms'of'their'responses'to'Tim'as'well.'As'can'be'derived'from'figure'5:'Tim'received' the' most' negative' responses' from' involved' participants' when' he' used' moral' justifications! for' his'

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liking'of'the'concept'store'(M=4.49328,'SD=1.3626)2_{.'At'the'other'extreme,'Tim'generated'the'most'}

positive' reactions' when' he' based' his' motivation' on' moral' grounds' from' uninvolved' participants' (M=5.8741,' SD=.9260).' When' Tim' used' economic' justifications,' uninvolved' participants' liked' Tim' slightly'more'(M=5.6177,'SD=.9065)'than'those'being'involved'(M=5.5529,'SD=.70928).'' ' ' ' ' ' ' ' ' ' ' ' ' ' * Figure*5.*Means*and*95%*confidence*intervals*of*participants'*response*towards*Tim** *

MODERATED!MEDIATION!ANALYSIS!

Using'conditional'process'analysis,'it'is'tested'whether'the'amount'of'selfYthreat'felt'by'participants' mediates' the' impact' of' Tim's' type' of' justification' on' participants'' responses.' Simultaneously,' it' is' tested'whether'participants''level'of'involvement'moderates'the'effect'of'Tim's'motivation'on'the' extent'to'which'participants'feel'a'threat'to'their'selfYconcept.''

As'illustrated'in'figure'6,'results'suggest'that'the'type'of'justification'Tim'uses'(b=.6201,'p=.0048)'and' the' participants'' level' of' involvement' (b=.9413,' p=.0001)' significantly' affect' the' extent' to' which' participants'feel'a'threat'to'their'selfYconcept'(F(3,210)=5.7583,'p=.0008,'R2=.1080).'The'significant' interaction' effect' between' Tim's' type' of' motivation' and' participants'' level' of' involvement' on' the' amount'of'threat'felt'by'participants,'confirms'the'expectation'that'the'state'of'involvement'indeed' moderates'the'relationship'between'Tim's'type'of'motivation'and'threat'felt'by'participants.'Next,' results'suggest'that'the'amount'of'threat'participants'feel'to'their'selfYconcept'(b=.5951,'p=.0001)'in' turn'significantly'affects'their'responses,'but'Tim's'type'of'justification'(p=.9456)'does'not'directly' have'a'significant'effect'on'their'response'(F(2.211)=20.9964,'p=.0000,'R2_{=.3284).'Thus,'moderated'}

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mediation' effects' significantly' take' place.' Interestingly,' the' effect' of' Tim's' type' of' justification' on' participants''response'is'exclusively'transmitted'through'the'level'of'selfYthreat'felt'by'participants' when'they'are'involved.'Hence,'the'extent'to'which'participants'feel'a'threat'to'their'selfYconcept' only' takes' in' a' mediating' role' when' they' are' involved,' not' when' they' are' uninvolved.' This' result' confirms'the'expectation:'when'being'uninvolved,'observers'will'not'feel'bothered'by'moral'rebels' because'they'will'feel'no'threat'to'their'selfYconcept.''

Figure*6.*Moderated*mediation*analysis3' '

When'paying'attention'to'the'pattern'of'the'extent'to'which'participants'feel'selfYthreat'in'relation' to' the' extent' they' respond' negatively' or' positively' to' Tim,' it' can' be' concluded' that' these' factors' correlate'signficantly'with'each'other'(r=.573,'p=.000)'(see'table'2).'Thus,'the'more'participants'feel' that' their' selfYconcept' is' threatened,' the' more' negatively' they' will' respond' and' vice' versa.' In' conclusion:' participants' feel' a' smaller' threat' to' their' selfYconcept' and' like' Tim' more' when' being' confronted'with'him'using'economic'justifications'than'when'he'uses'moral'ones.'It'must'be'noted' that' the' evaluations' given' by' the' participants' being' exposed' to' economically' motivated' Tim' of' themselves'and'of'Tim'only'differ'marginally.'Therefore,'it'is'interpreted'that'the'observers''state'of' involvement'does'not'notably'impact'their'evaluation'of'themselves'and'their'liking'of'economically' motivated'Tim.'Furthermore,'the'scores'given'on'these'scales'tend'to'be'more'neutral'as'opposed'to' those'given'by'participants'being'confronted'with'morally'motivated'Tim.''

Altogether,'the'results'provide'sufficient'empirical'evidence'for'supporting'hypothesis'1,'such'that:' observers' respond' more' positively' to' moral' rebels' who' base' their' motivation' on' moral' grounds' rather'than'on'economic'ones,'unless'they'are'involved'in'the'situation.''

'

!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!

3_{'Unstandardized' coefficients' correspond' to' those' indicated' in' parantheses' and' are' all' significant' at' p<.01.' Note:' Value'}

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LIKING!OF!THE!CONCEPT!STORE!

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DISCUSSION!

!

This'paper'introduced'and'tested'a'conceptual'model'which'proposes'that'the'type'of'justification' moral'rebels'use'for'choosing'a'sustainable'consumption'option'and'observers''state'of'involvement' determine' the' amount' of' threat' observers' feel' to' their' selfYconcept,' which' in' turn' affects' their' response'to'moral'rebels.'To'put'it'more'simple:'the'study'seeked'to'provide'an'answer'to'you'about' why' you' preferred' the' economically' motivated' man' to' the' morally' motivated' woman' in' the' introductory'scenario.'How'did'their'arguments'affect'your'evaluation'of'them?'Using'a'two'by'two' betweenYsubjects' experiment' design,' involved' versus' uninvolved' observers'' reactions' to' morallyY' versus'selfishly'motivated'moral'rebels'were'measured'within'the'context'of'moral'rebels'liking'the' concept'store.''

Facing!morally!motivated!moral!rebels!

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Facing!selfishly!motivated!moral!rebels!

Uninvolved' observers' being' confronted' with' moral' rebels' using' economic' justifications' for' their' liking' of' the' concept' store,' felt' relatively' less' of' a' threat' to' their' selfYconcept' than' those' being' involved.'Also,'they'like'the'moral'rebels'more'as'a'result'than'involved'observers'do.'However,'the' results' only' showed' a' marginal' difference' between' involved' and' uninvolved' particpants'' level' of' threat'felt'and'response,'and'tend'to'be'more'neutral.'Therefore,'it'may'be'concluded'that'both'kind' of'observers'remain'impartial'about'a'fellow'consumer'who'chooses'a'sustainable'option,'as'long'as' that'consumer'uses'financial'reasons.'Linking'this'back'to'the'scenario'where'the'man's'opinion'did' not'bother'you'as'an'involved'observer.'Even'if'you'were'not'involved,'you'would'have'remained' impartial' about' the' man,' as' there' is' no' issue' of' morality' involved' in' the' situation.' Therefore,' no' sensitive'matters'to'provoke.'In'both'cases'your'neutral'response'may'be'explained'by'the'possibility' that' you' perceive' it' as' normal' for' a' person' to' not' want' to' overspend' money' unnecessarily,' thus:' good'for'him'that'he'found'a'solution'and'for'that'reason'likes'the'concept'store.'It'does'not'deviate' much' from' societal' norms,' as' consumers' are' generally' motivated' by' financial' selfYinterest.' Thus,' such'a'motivation'is'more'acceptable.' ' '

Liking!the!concept!store!

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Ultimately,' the' research' question' can' be' answered' conclusively:' observers' respond' positively' to' moral'rebels'who'are'motivated'by'their'moral'values'rather'than'their'financial'values,'unless'the' observers'are'involved.'Moral'rebels'using'economic'justifications'elicit'neutral'responses,'so'there' are'no'social'risks'associated'with'being'a'selfish'moral'rebel.'The'findings'contribute'to'the'existing' literature'by'confirming'that'the'direction'of'the'effects'of'moral'rebels''type'of'justification'and'the' observers''state'of'involvement'also'hold'within'the'context'of'moral'rebels'liking'a'moral'retailing' concept.' The' most' notably' finding' that' extends' prior' research' is' that' moral' rebels' elicit' rebellion' rather'than'conformity'by'observers'when'they'challenge'the'observers''sense'of'morality.'' '

LIMITATIONS!!

!

Despite'the'fact'that'experiments'correctly'ensure'that'results'are'reliable,'valid'and'objective,'there' are'still'some'general'drawbacks.'Here,'mundane'realism'may'be'an'issue,'as'it'may'be'difficult'to' generalize'the'findings'across'situations.'The'task'participants'were'asked'to'carry'out'via'the'online' platform'is'not'similar'to'activities'one'would'engage'in'in'dayYtoYday'life.'The'situation'itself'could' plausibly'occur,'but'numerous'external'factors'could'influence'observers''reactions,'whereas'in'the' experiment'all'factors'were'held'constant.'For'example:'the'moral'rebel'Tim'was'held'constant'in'the' experiment,' so' also' gender,' age,' skin' type' and' so' forth.' However,' in' daily' life' consumers' are' confronted' with' different' types' of' people.' So,' their' appearences' may' also' contribute' to' the' formation'of'observers''evaluations'of'those'moral'rebels.'Also,'in'this'study'the'concept'store'was' used'as'context'to'study'observers''reactions'and'level'of'threat'felt,'but'it'is'plausible'that'the'effect' found'may'be'different'when'another'morally'superior'initiative'with'a'financial'appeal'is'taken.'For' example:' when' the' moral' dimension' to' such' an' initiative' is' more' obvious' and' clear' within' its' construct' than' its' economic' dimension,' observers' may' possibly' find' the' moral' rebel's' economic' argument' less' credible.' Consequently,' they' may' believe' that' the' moral' rebel' is' motivated' by' his' moral'values'despite'of'what'he'says'and'the'negative'implications'for'the'moral'rebel'may'follow' when'those'observers'are'involved.'

Furthermore,'one'should'also'be'aware'that'the'results'are'based'on'the'manipulation'of'observers' such'that'they'either'are'confronted'with'a'morallyY'or'economically'motivated'moral'rebel.'In'real' life,' such' a' direct' manipulation' is' not' perse' possible.' It' is' unusual' for' moral' rebels' to' first' explain' their'motivations'to'observers'before'engaging'with'a'sutainable'consumption'option.'In'that'case,' observers'will'form'their'opinion'about'moral'rebels''motivations'on'their'own.'

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MANAGERIAL!IMPLICATIONS

!

'

Based' on' the' finding' that' moral' rebels' using' economic' justifications' are' overall' more' accepted' by' observers'than'when'using'moral'reasons,'it'is'advised'to'marketers'to'make'effective'use'of'their' marketing'tools.'As'noted'before,'it'is'unlikely'that'moral'rebels'will'first'explain'their'motivations'to' observers'before'behaving'prosocially'driven'by'moral'or'selfish'reasons.'But'you'as'a'marketer'do' have'the'power'to'promote'the'concept'store'in'such'a'way'that'will'influence'the'observers''belief' about'the'moral'rebels''motivation.'In'essence,'it'is'strongly'advised'to'also'emphasize'the'fact'that' consumers'can'save'money,'and'not'to'only'promote'the'initiative'from'its'moral'angle.'A'"Good*for*

the* environment,* Good* for* your* wallet"' kind' of' marketing' strategy' seems' to' be' perfectly' in' place,'

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