Katherine White

University of British Columbia | UBC · Sauder School of Business

The urgent need to address unsustainable consumption practices has become increasingly evident. While much traditional consumer behavior research serves to stimulate consumption, the focus needs to shift towards encouraging more sustainable consumption patterns. This commentary synthesizes insights from a roundtable discussion at the 2023 Society f...

Increasing political polarization in the United States and worldwide necessitates understanding of the key factors that can help shift different political groups' attitudes and behaviors regarding vital issues. In this article, we provide a systematic review of the research literature on political ideology and persuasion. By organizing the literatu...

Over the past several decades, scholars have highlighted the obligations and opportunities for marketing as a discipline to play a role in creating a better world-or risk becoming irrelevant for the largest problems facing consumers and society. This paper provides a framework to enhance the relevance and rigor of research in marketing that not onl...

We review recent articles on how to change consumer behavior in ways that improve climate impacts, with a special focus on those articles using experimental interventions and measuring actual behaviors. We organize the findings using the SHIFT framework to categorize behavior change strategies based on five psychological factors: Social influence (...

Amidst the economic, political, and social turmoil caused by the COVID-19 pandemic, contrasting responses to government mandated and recommended mitigation strategies have posed many challenges for governments as they seek to persuade individuals to adhere to prevention guidelines. Much research has subsequently examined the tendency of individuals...

Spending time in nature has many psychological benefits for people, including stress reduction and improved mood. Using behavioral measures and field study settings, we demonstrate that exposure to nature also leads to prosocial behaviors, such as increasing charitable donations. We show these prosocial effects are explained by an increased sense o...

The potential for deceased donor organ transplants to save lives is severely limited by the number of people registered as donors around the world. Various national and regional health organizations often emphasize low registration rates (i.e. low descriptive norms) in an effort to demonstrate need and encourage registration. However, we predict an...

Crowdfunding has emerged as an alternative means of financing new ventures wherein a large number of individuals collectively back a project. This research specifically looks at reward-based crowdfunding, where those who take part in the crowdfunding process receive the new product for which funding is sought in return for their financial support....

This research merges literature from organizational behavior and marketing to garner insight into how organizations can maximize the benefits of Corporate Social Responsibility (CSR) for enhanced CSR and organizational engagement of employees. Across two field experiments, the authors demonstrate that the effectiveness of employee co-creation activ...

Past research demonstrates that reminders of one’s own mortality can lead to materialistic and self-serving consumer behaviors. In contrast, across five studies, we explore a condition under which mortality salience (MS) leads to increased tendency to give away one’s possessions—when the donation act is high in transcendence potential. We propose a...

At the time of this writing, COVID-19 has spread rapidly worldwide. Even though the United States became the epicenter of the pandemic in April 2020, partisan differences have been observed in terms of willingness to engage in coronavirus-prevention behaviors. Across four studies and an exploratory pilot study, we demonstrate that conservatives dif...

This research documents how negative reviews, when perceived as unfair, can activate feelings of empathy toward firms that have been wronged. Six studies and four supplemental experiments provide converging evidence that this experienced empathy for the firm motivates supportive consumer responses such as paying higher purchase prices and reporting...

Introduction Given existing regulations that ban the tobacco industry from engaging in traditional forms of advertising and require warning labels on cigarette packaging, we suggest that one response on the part of tobacco manufacturers has been to make alterations to design elements of cigarette packages themselves. The current research seeks to e...

The current research compares sole-identity versus dualidentity consumers in their responses to different retail persuasion attempts that occur in situations with low versus high ulterior motives. We examine different consumer responses (e.g., interaction time, perceived friendliness, future interaction intentions, and actual purchase behavior). We...

Highlighting the important role of marketing in encouraging sustainable consumption, the current research presents a review of the academic literature from marketing and behavioral science that examines the most effective ways to shift consumer behaviors to be more sustainable. In the process of the review, the authors develop a comprehensive frame...

This article explores the ways in which people cope with social and clinical dimensions of their chronic conditions. Existing literature was reviewed to categorize factors identified as being key. They were sorted into six groupings which are reflected by the acronym THRIVE: therapeutic interventions, habit and routine, relational-social, individua...

This research examines the effectiveness of public recognition in encouraging charitable giving, demonstrating that public recognition can sometimes decrease donations. While previous work has largely shown that making donations visible to others can motivate donors, the present research shows that the effectiveness of public recognition depends on...

This research shows that activating public self-awareness leads individuals to increase their association with symbolic representations of their identity. When a social identity was threatened, participants high rather than low in public self-awareness were more likely to select options that reinforced their association with the identity (Studies 1...

In offline purchasing settings (e.g., retail stores), consumers often encounter reminders that product information can be found on the Internet. The authors refer to a reminder of the availability of online information as a “cue-of-the-cloud” and explore its unique consequences on offline consumer behavior. This research finds that when consumers a...

Across six experiments, the authors demonstrate that superficial imperfections in the form of packaging damage can engender negative consumer reactions that shape subsequent attitudes and behaviors in ways that are not always objectively justified. Their findings show that these reactions function in a relatively automatic fashion, even emerging un...

While past research has suggested that consumers have fundamentally different responses to thinking about money versus time, the current work clarifies an important nuance in terms of how consumers construe these two resources. We demonstrate that, in the domain of charitable giving, money is construed relatively more concretely, whereas time is co...

This research examines the notion that guilt, the negative emotion stemming from a failure to meet a self-held standard of behavior, leads to preferences for products enabling self-improvement, even in domains unrelated to the original source of the guilt. Examining consumer responses to real products, this research shows that such effects arise be...

The level of congruity is determined by the degree of match or mismatch between an object and its associated attribute. Product evaluations are positively influenced when there is moderate incongruity between a product and its association; this finding is termed the moderate schema incongruity effect (Mandler 1982). The purpose of the current study...

Previous research has found that people tend to avoid products or behaviors that are linked to dissociative reference groups. The present research demonstrates conditions under which consumers exhibit similar behaviors to dissociative out-group members in the domain of positive consumption behaviors. In particular, when a consumer learns that a dis...

Prior research offers competing predictions regarding whether an initial token display of support for a cause (such as wearing a ribbon, signing a petition, or joining a Facebook group) subsequently leads to increased and otherwise more meaningful contributions to the cause. The present research proposes a conceptual framework elucidating two prima...

The authors explore how injunctive appeals (i.e., highlighting what others think one should do), descriptive appeals (i.e., highlighting what others are doing), and benefit appeals (i.e., highlighting the benefits of the action) can encourage consumers to engage in relatively unfamiliar sustainable behaviors such as "grasscycling" and composting. A...

The current research examines the conditions under which consumers demonstrate associative versus dissociative responses to identity-linked products as a consequence of a social identity threat. Across four studies, the authors test the notion that reactions to social identity threat may be moderated by self-construal by examining subcultural diffe...

The market share of brands positioned using ethical attributes typically lags behind brands that promote attributes related to product performance. Across four studies, the authors show that situational factors that heighten consumers' self-accountability (i.e., activation of their desire to live up to their self-standards) lead to increased prefer...

Although consumers report positive attitudes toward ethical goods, their intentions and behaviors often do not follow suit. Just-world theory highlights the conditions under which consumers are most likely to prefer fair-trade products. This theory proposes that people are motivated to construe the world as a just place where people get what they d...

In seven studies of naturally occurring, "real-world" emotional events, people demonstrated an immediacy bias in social-emotional comparisons, perceiving their own current or recent emotional reactions as more intense compared with others' emotional reactions to the same events. The events examined include crossing a scary bridge (study 1a), a nati...

Across three studies, this research elucidates when loss- versus gain-framed messages are most effective in influencing consumer recycling by examining the moderating role of whether a more concrete or abstract mind-set is activated. First, in a field study, the authors demonstrate that loss frames are more efficacious when paired with low-level, c...

In a series of four experiments, the authors examine the implications of one consumer’s possession being mimicked by another consumer. The results demonstrate that when distinctiveness concerns are heightened, greater dissociation responses (i.e., possession disposal intentions, recustomization behaviors, and exchange behaviors) arise in response t...

Prior research has found that under certain conditions, small packages can paradoxically increase consumption. The authors build on this work by suggesting that people low in appearance self-esteem (ASE) are particularly sensitive to external control properties (i.e., packaging-related factors that signal the ability of packaging to regulate food i...

Two laboratory studies identified conditions under which individuals are willing to misrepresent information regarding another person's performance to protect that other person's public self-image (i.e., to provide deceptive strategic identity support). The extent to which deceptive strategic identity support arises is determined by the salience of...

People tend to perceive immediate emotions as more intense than previous emotions. This immediacy bias in emotion perception occurred for exposure to emotional but not neutral stimuli (Study 1), when emotional stimuli were separated by both shorter (2 s; Studies 1 and 2) and longer (20 min; Studies 3, 4, and 5) delays, and for emotional reactions t...

Although marketers often link brands with an aspect of consumer social identity, the current research demonstrates that such brand-identity linkages may sometimes have negative consequences. Consumers motivated to protect and maintain feelings of individual self-worth alter their product evaluations and choices to avoid a threatened aspect of their...

This program of research examined the hypothesis that moods are most likely to be used as a source of information in making evaluations and choices when consumers both focus on their moods (i.e., acknowledge and pay attention to their feelings) and perceive that moods are a relevant source of information for forming judgments. Support for this pred...

Despite the growing need, nonprofit organization marketers have not yet fully delineated the most effective ways to position charitable appeals. Across five experiments, the authors test the prediction that other-benefit (self-benefit) appeals generate more favorable donation support than self-benefit (other-benefit) appeals in situations that heig...

This research examines consumer reactions to an emerging trend among corporate social responsibility initiatives—the promotion of decreased usage of the company's own core products. The results across three experiments suggest that the presence of a decreased usage message that highlights incongruity between the marketing message and the company's...

Past research finds that consumers exhibit weak self-brand connections to brands associated with out-groups. We extend this work by demonstrating that products associated with dissociative reference groups have a greater impact on consumers' negative self-brand connections, product evaluations, and choices than do products associated with out-group...

The current research explores the effects of dissociative reference groups on consumer preferences. Males had more negative evaluations of, and were less inclined to choose, a product associated with a dissociative (i.e., female) reference group than a neutral product (Study 1). This finding was moderated by whether the product was consumed in publ...

Three studies examined whether cultural background and self-construal predict affective reactions to successful and unsuccessful others. Asian-Canadians and those with more interdependent self-construals had less positive affective reactions to an unsuccessful than a successful other, and less positive affective reactions to an unsuccessful other t...

Four experiments demonstrate that self-threatening social comparison information motivates consumers to lie. Factors related to self-threat, including relevance of the social comparison target (i.e., the importance of the comparison person), comparison discrepancy (i.e., the magnitude of the performance difference), comparison direction (i.e., whet...

Causal attributions control, beliefs, and helpful and unhelpful support attempts were examined among people experiencing chronic fatigue syndrome (CFS) and their close others. Results revealed that 84% of respondents with CFS believed that their illness was due, at least in part, to physical or external causes, whereas 47% mentioned internal/psycho...

Past research has found that downward counterfactual thoughts are rarely generated in response to negative life events. However, the authors suggest that under conditions in which self-enhancement motives are prominent, downward counterfactuals will be more frequent than upward counterfactuals. When motives were explicitly manipulated (Study 1), pe...

Three studies examined the relation between cultural background and social comparison seeking. Compared to European Canadians, Asian Canadians sought more social comparisons, particularly those that were upward (Study 1), more social comparisons after failure (Study 2), and more social comparisons after failure when the opportunity for self-improve...

Two studies examined internally and externally targeted control strategies in response to life stressors in European Canadians, East Asian Canadians, and Japanese. In Study 1, European Canadian, East Asian Canadian, and sojourning Japanese university students in Canada recalled a stressful life event and reported their coping strategies. Respondent...

Past research has revealed a mood-congruency bias wherein people evaluate other individuals more positively when they are experiencing good moods than when they are experiencing bad moods. At times, however, people may attempt to prevent their transient mood states from biasing their evaluations of other people. It was proposed that the capacity to...

People's attributional phenomenology is likely to be characterized by effortful situational correction. Drawing on this phenomenology and on people's desire to view themselves more favorably than others, the authors hypothesized that people expect others to engage in less situational correction than themselves and to make more extreme dispositional...

Can people feel worse off as the options they face increase? The present studies suggest that some people--maximizers--can. Study 1 reported a Maximization Scale, which measures individual differences in desire to maximize. Seven samples revealed negative correlations between maximization and happiness, optimism, self-esteem, and life satisfaction,...

To outline social psychological principles that could influence the psychosocial and behavioural effects of tobacco warning labels, and to inform the development of more effective tobacco warning labels. PsycInfo and Medline literature searches and expert guided selection of principles and theories in social psychology and of tobacco warning labels...