Love food, hate the brand that I waste: The effects of product waste on brand evaluations

Research output: Contribution to conferenceAbstractAcademic

Abstract

Product waste involves a huge loss of resources. Although consumers waste
immense amounts, wasting is not a carefree activity for them (Evans, 2012;
Arkes, 1996). The current research provides insights into this contradiction
between wasting a lot and not wanting to waste, and reveals important
consequences for brand evaluations.

Salient unused utility, such as throwing away uneaten food, is aversive
(Bolton and Alba, 2012) and could lead to cognitive dissonance (Festinger,
1957). Dissonance is often solved by attitude change (Galinsky et al., 2008;
Starzyk et al., 2009). Thus, we expect that wasting a product with left-over
utility (rather than transferring this to another person) generates dissonance
and lowers brand attitude. This decrease in attitude should be less likely
when the brand itself is not salient when wasting.

Four experiments test our predictions. The first three experiments are
scenario studies which (1) reveal across two product categories that wasting
leads to more dissonance than transferring utility, (2) show that wasting also
lowers brand attitudes, and (3) rule out alternative explanations (transfer of
disgust, cf. Morales and Fitzsimons, 2007, and attribution of waste to the
brand). Experiment 4, in which participants either put left-over ingredients of
making a salad in the waste bin or leave it for future participants, confirms
the expected waste x salience interaction: wasting negatively affects brand
attitudes, but only when the brand is salient. In sum, brand evaluations
suffer when consumers waste products with unused utility, showing the
relevance for companies to address product waste.
Original languageEnglish
Pages30-30
Publication statusPublished - 2016
Event15th TIBER Symposium on Psychology and Economics. August 26th 2016, Tilburg University - Tilburg University, Tilburg, Netherlands
Duration: 26 Aug 201626 Aug 2016
https://www.tilburguniversity.edu/research/institutes-and-research-groups/tiber/conferences/

Conference

Conference15th TIBER Symposium on Psychology and Economics. August 26th 2016, Tilburg University
CountryNetherlands
CityTilburg
Period26/08/1626/08/16
Internet address

Fingerprint Dive into the research topics of 'Love food, hate the brand that I waste: The effects of product waste on brand evaluations'. Together they form a unique fingerprint.

  • Cite this

    van Herpen, E., & de Hooge, I. E. (2016). Love food, hate the brand that I waste: The effects of product waste on brand evaluations. 30-30. Abstract from 15th TIBER Symposium on Psychology and Economics. August 26th 2016, Tilburg University, Tilburg, Netherlands.