秀色直播 Institute of Marketing (MIM) Seminar: Lukas Maier
Lukas Maier
Assistant Professor of Marketing
WU Vienna
To encourage pro-environmental behavior make it fun
Date: Friday, April 4, 2025
Time: 10:30 am-12:00 pm EST
Location: Bronfman building, room 045
All are cordially invited to attend.
Abstract:
Climate change is a severe challenge for our society. Although individuals could help by engaging in pro-environmental actions (e.g., choosing a plant-based meal), motivating them to follow through has proven difficult. We ask whether a serious problem like climate change can be tackled by a less serious intervention: Play. Specifically, we conjecture that embedding pro-environmental decisions into a playful task (i.e., a challenge to break records or win with your team) may increase individuals鈥� likelihood to adopt the focal behavior. Put differently, while pro-environmental actions鈥攁nd the preceding decision-making processes鈥攁re typically associated with little fun, adding elements of play may lift immediate intrinsic benefits for the self. Two large-scale field experiments (n = 306,493), a longitudinal field study (n = 4,184), and three behavioral experiments (n = 2,970) support our theorizing. The evidence further suggests that the interventions might produce long-lasting behavior change if implemented over a longer period.
