When do morally motivated innovators elicit inspiration instead of irritation?

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  • dc.contributor.author Willem Bolderdijk, Jan
  • dc.contributor.author Brouwer, Claire
  • dc.contributor.author Cornelissen, Gert
  • dc.date.accessioned 2020-05-28T08:43:00Z
  • dc.date.available 2020-05-28T08:43:00Z
  • dc.date.issued 2018
  • dc.description.abstract Innovators (i.e., consumers who are the first to adopt an innovation) are pivotal for the societal diffusion of sustainable innovations. But when are innovators most influential? Recent work suggests that morally motivated innovators (i.e., consumers who adopt an innovation out of concern for the welfare of others) can make fellow consumers who have not yet adopted that innovation feel morally inadequate. As a self-defense mechanism, those fellow consumers might dismiss these innovators and their choices. As a result, ironically, morally motivated innovators might discourage others to adopt sustainable innovations. In an experimental study, we replicate this pattern, but also show that moral innovators can elicit a more positive response as well. Specifically, our results offer initial evidence that morally motivated innovators may be more inspiring than self-interested innovators, provided that their actions do not directly pose a threat to the moral self-concept of observers. In sum, our research sheds empirical light on the conditions under which innovators are likely to facilitate, rather than slow down the transition to a more sustainable society.en
  • dc.description.sponsorship This research was supported by grant 421-14-020 awarded to JB by the Dutch Science Foundation (NWO).
  • dc.format.mimetype application/pdf
  • dc.identifier.citation Willem Bolderdijk J, Brouwer C, Cornelissen G. When do morally motivated innovators elicit inspiration instead of irritation? Front Psychol. 2018 Jan 12;8:2362. DOI: 10.3389/fpsyg.2017.02362
  • dc.identifier.doi http://dx.doi.org/10.3389/fpsyg.2017.02362
  • dc.identifier.issn 1664-1078
  • dc.identifier.uri http://hdl.handle.net/10230/44848
  • dc.language.iso eng
  • dc.publisher Frontiers
  • dc.relation.ispartof Frontiers in psychology. 2018 Jan 12;8:2362
  • dc.rights © 2018 Bolderdijk, Brouwer and Cornelissen. This is an open-access article distributed under the terms of the Creative Commons Attribution License (CC BY) (https://creativecommons.org/licenses/by/4.0/). The use, distribution or reproduction in other forums is permitted, provided the original author(s) or licensor are credited and that the original publication in this journal is cited, in accordance with accepted academic practice. No use, distribution or reproduction is permitted which does not comply with these terms.
  • dc.rights.accessRights info:eu-repo/semantics/openAccess
  • dc.rights.uri https://creativecommons.org/licenses/by/4.0/
  • dc.subject.keyword Social influenceen
  • dc.subject.keyword Conformityen
  • dc.subject.keyword Moralityen
  • dc.subject.keyword Ethical consumer choicesen
  • dc.subject.keyword Innovatorsen
  • dc.subject.keyword Early adoptersen
  • dc.subject.keyword Social contagionen
  • dc.subject.keyword Innovatoren
  • dc.title When do morally motivated innovators elicit inspiration instead of irritation?en
  • dc.type info:eu-repo/semantics/article
  • dc.type.version info:eu-repo/semantics/publishedVersion