Dr June Cotte, Professor of Marketing, Ivey Business School, Western University and Editor of the Journal of Consumer Research, led the session
20 APRIL, 2021: The Behavioural Sciences Lab at IIM Bangalore hosted its fifth webinar on April 16th, 2021, featuring Dr June Cotte, Professor of Marketing, Ivey Business School, Western University and Editor of the Journal of Consumer Research, as the speaker.
Dr Cotte’s research focuses on behavioural issues, including why and when people would pay more for ethically produced products, how people perceive time and how it influences their work and leisure, and family influence on behaviour. Her research has been published in the Journal of Consumer Research, Journal of Consumer Psychology, MIT/Sloan Management Review, Journal of Strategic Marketing as well as in The Wall Street Journal and several books.
The topic of this webinar was ‘Cyclical time is greener: The impact of temporal perspective on pro-environmental behaviour’ based on Dr Cotte’s current working paper where she combined two of her major research interests of pro-environmental behaviour and perception of time. Dr Cotte started with the main research question of whether people’s perception of time or temporal perspective is related to consumer attitude towards environment and if that is true, how organizations could influence pro-environmental behaviour.
The connection between time and space and its influence on people’s perception and decision-making were described as preamble to the six research studies that were conducted. These research studies examined the impact of temporal perspective (operationalized in the studies as verbal manipulation, tree visual metaphor, or an exercise planning task) on pro-environmental behaviour (operationalized as willingness to donate time to an environmental task, actual time donated to an environmental task, product choice of gift, purchase intentions of advertised product or brand, intended money donation for a green/social project). Mediators and moderators (covering inclusion of environment into the self, prior green values, congruency of environmental appeal and of company environmental strategy) were also examined.
Data was collected from participants in both North America and China. Results from all of the research studies showed cyclical time perspective influencing pro-environmental behaviour across all types of manipulations of temporal perspective (independent variable) and pro-environmental behaviour (dependent variable) compared to the linear time perspective and control conditions. Managerial implications of using temporal perspective to promote consumers’ pro-environmental behaviour was discussed including matching the company’s environmental strategy to people with both linear and cyclical time perspectives.
As Editor of Journal of Consumer Research
In the second half of the session, Dr Cotte described the process of submission and evaluation of manuscripts at the Journal of Consumer Research, including the timeliness and speed of the process. Transparency and fairness of the process was highlighted along with data policies and scientific integrity where sharing of original data by the authors was emphasized. Diversity and inclusion at all levels of the process, including journal management and content (for example, samples used in research papers, training and awareness of authors and reviewers to check for implicit racist or sexist operationalizations), were also discussed.
Dr June Cotte, Professor of Marketing, Ivey Business School, Western University and Editor of the Journal of Consumer Research, led the session
20 APRIL, 2021: The Behavioural Sciences Lab at IIM Bangalore hosted its fifth webinar on April 16th, 2021, featuring Dr June Cotte, Professor of Marketing, Ivey Business School, Western University and Editor of the Journal of Consumer Research, as the speaker.
Dr Cotte’s research focuses on behavioural issues, including why and when people would pay more for ethically produced products, how people perceive time and how it influences their work and leisure, and family influence on behaviour. Her research has been published in the Journal of Consumer Research, Journal of Consumer Psychology, MIT/Sloan Management Review, Journal of Strategic Marketing as well as in The Wall Street Journal and several books.
The topic of this webinar was ‘Cyclical time is greener: The impact of temporal perspective on pro-environmental behaviour’ based on Dr Cotte’s current working paper where she combined two of her major research interests of pro-environmental behaviour and perception of time. Dr Cotte started with the main research question of whether people’s perception of time or temporal perspective is related to consumer attitude towards environment and if that is true, how organizations could influence pro-environmental behaviour.
The connection between time and space and its influence on people’s perception and decision-making were described as preamble to the six research studies that were conducted. These research studies examined the impact of temporal perspective (operationalized in the studies as verbal manipulation, tree visual metaphor, or an exercise planning task) on pro-environmental behaviour (operationalized as willingness to donate time to an environmental task, actual time donated to an environmental task, product choice of gift, purchase intentions of advertised product or brand, intended money donation for a green/social project). Mediators and moderators (covering inclusion of environment into the self, prior green values, congruency of environmental appeal and of company environmental strategy) were also examined.
Data was collected from participants in both North America and China. Results from all of the research studies showed cyclical time perspective influencing pro-environmental behaviour across all types of manipulations of temporal perspective (independent variable) and pro-environmental behaviour (dependent variable) compared to the linear time perspective and control conditions. Managerial implications of using temporal perspective to promote consumers’ pro-environmental behaviour was discussed including matching the company’s environmental strategy to people with both linear and cyclical time perspectives.
As Editor of Journal of Consumer Research
In the second half of the session, Dr Cotte described the process of submission and evaluation of manuscripts at the Journal of Consumer Research, including the timeliness and speed of the process. Transparency and fairness of the process was highlighted along with data policies and scientific integrity where sharing of original data by the authors was emphasized. Diversity and inclusion at all levels of the process, including journal management and content (for example, samples used in research papers, training and awareness of authors and reviewers to check for implicit racist or sexist operationalizations), were also discussed.