Skip to main content
Search
Search
    Quick Search anywhere
    Quick search in Citations
Advanced Search
Skip main navigationClose Drawer MenuOpen Drawer Menu
Previous article
Short Research Note

Using Binding Communication to Promote Conservation Among Hotel Guests

Published Online:June 26, 2015https://doi.org/10.1024/1421-0185/a000160

Abstract

This research applies the binding communication model to the sustainable communication strategies implemented in most hotels. The binding communication model links a persuasive message with the implementation of a low-cost commitment to strengthen the link between the attitudes and behavior of those receiving the message. We compared the effectiveness of a classical communication strategy (n = 86) with that of a binding communication strategy (n = 101) to encourage guests to choose sustainable behavior. Our results show that using the binding communication strategy generates significantly more sustainable behavior in guests than using the classical communication strategy. We discuss our results and suggest future avenues of research.

References

  • Albarracín, D., Durantini, M. R. & Earl, A. (2006). Empirical and theoretical conclusions of an analysis of outcomes of HIV-prevention interventions. Current Directions in Psychological Science, 15, 73–78. doi 10.1111/j.0963-7214.2006.00410.x First citation in articleCrossref, Google Scholar

  • Ayuso, S. (2007). Comparing voluntary policy instruments for sustainable tourism: The experience of the Spanish hotel sector. Journal of Sustainable Tourism, 15, 144–159. doi 10.2167/jost617.0 First citation in articleCrossref, Google Scholar

  • Baca-Motes, K., Brown, A., Gneezy, A., Keenan, E. A. & Nelson, L. D. (2013). Commitment and behavior change: Evidence from the field. Journal of Consumer Research, 39, 1070–1084. doi 10.1086/667226 First citation in articleCrossref, Google Scholar

  • Bachman, W. & Katzev, R. (1982). The effects of noncontingent free bus tickets and personal commitment on urban bus ridership. Transportation Research Part A: Policy and Practice, 16, 103–108. doi 10.1016/0191-2607(82)90002-4 First citation in articleCrossref, Google Scholar

  • Bickman, L. (1972). Environmental attitudes and actions. Journal of Social Psychology, 87, 323–324. doi 10.1080/00224545.1972.9922533 First citation in articleCrossref, Google Scholar

  • Cialdini, R. B. & Trost, M. R. (1998). Social influence: Social norms, conformity, and compliance. In D. T. GilbertS. T. FiskeG. LindzeyEds., The handbook of social psychology (4th ed., Vol. 2, pp. 151–192). New York: McGraw-Hill. First citation in articleGoogle Scholar

  • Cornelissen, G., Dewitte, S., Warlop, L. & Yzerbyt, V. (2007). Whatever people say I am, that’s what I am: Social labeling as a social marketing tool. International Journal of Research in Marketing, 24, 278–288. doi 10.1016/j.ijresmar.2007.05.001 First citation in articleCrossref, Google Scholar

  • DeLeon, I. G. & Fuqua, R. W. (1995). The effects of public commitment and group feedback on curbside recycling. Environment and Behavior, 27, 233–250. doi 10.1177/0013916595272007 First citation in articleCrossref, Google Scholar

  • Demarque, C., Apostolidis, T. & Joule, R. V. (2012). Does binding communication increase consideration of future consequences and decision making facing a proenvironmental behavior? In S. KabischA. KunathP. Schweizer-RiesA. SteinführerEds., Vulnerability, risks, and complexity: Impacts of global change on human habitats (pp. 221–229). Göttingen: Hogrefe. First citation in articleGoogle Scholar

  • Demarque, C., Apostolidis, T. & Joule, R.-V. (2013). Consideration of future consequences and proenvironmental decision making in the context of persuasion and binding commitment. Journal of Environmental Psychology, 36, 214–220. doi 10.1016/j.jenvp.2013.07.019 First citation in articleCrossref, Google Scholar

  • Deschamps, J. C., Joule, R.-V. & Gumy, C. (2005). The use of committing communication to reduce electoral abstention: An application in a university setting. European Review of Applied Psychology, 55, 21–27. doi 10.1016/j.erap.2004.05.002 First citation in articleCrossref, Google Scholar

  • Girandola, F. (2003). Psychologie de la persuasion et de l’engagement [ Psychology of persuasion and commitment ]. Paris, France: Presses Universitaires de Franche-Comté. First citation in articleGoogle Scholar

  • Goldstein, N. J., Cialdini, R. B. & Griskevicius, V. (2008). A room with a viewpoint: Using social norms to motivate environmental conservation in hotels. Journal of Consumer Research, 35, 472–482. doi 10.1086/586910 First citation in articleCrossref, Google Scholar

  • Goldstein, N. J., Griskevicius, V. & Cialdini, R. B. (2007). Invoking social norms: A social psychology perspective on improving hotels’ linen-reuse programs. Cornell Hotel and Restaurant Administration Quarterly, 48, 145–150. doi 10.1177/ 0010880407299542 First citation in articleCrossref, Google Scholar

  • Grandjean, I. & Gueguen, N. (2011). Testing a binding communication strategy in a company: How could persuasive information be more efficient? Social Behavior & Personality, 39, 1209–1216. doi 10.2224/sbp.2011.39.9.1209 First citation in articleCrossref, Google Scholar

  • Hotel Online. (2002, October 10). Best Western Island Inn saves with linens & towels re-use thanks to Green Suites’ Project Planet Pennies per Occupied Room Program. Retrieved from www.hotel-online.com/News/PR2002_4th/Oct02_LinenReuse.html First citation in articleGoogle Scholar

  • Hunecke, M., Blöbaum, A., Matthies, E. & Höger, R. (2001). Responsibility and environment: Ecological norm orientation and external factors in the domain of travel mode choice behavior. Environment and Behavior, 33, 830–852. doi 10.1177/ 00139160121973269 First citation in articleCrossref, Google Scholar

  • Joule, R.-V. (2000). For an organizational binding communication: Toward a new paradigm. Sciences de la Societé, 50/51, 279–295. First citation in articleGoogle Scholar

  • Joule, R.-V. & Beauvois, J.-L. (1998). The free will compliance: How to get people to freely do what they have to do. Paris, France: P. U. F. First citation in articleGoogle Scholar

  • Joule, R.-V., Bernard, F., Geissler, A., Girandola, F. & Halimi-Falkowicz, S. (2010). Binding communication at the service of organ donations. Revue internationale de psychologie sociale, 23, 211–238. www.cairn.info/revue-internationale-de-psychologie-sociale-2010–2-page-211.htm First citation in articleGoogle Scholar

  • Joule, R.-V., Girandola, F. & Bernard, F. (2007). How can people be induced to willingly change their behavior? The path from persuasive communication to binding communication. Social and Personality Psychology Compass, 1(1), 493–505. doi 10.1111/j.1751–9004.2007.00018.x First citation in articleCrossref, Google Scholar

  • Joule, R.-V., Py, J. & Bernard, F. (2004). Who says what, to whom, by making him do what? Toward a binding communication. In M. BrombergA. TrognonEds., Social psychology and communication (pp. 205–218). Paris, France: Dunod. First citation in articleGoogle Scholar

  • Kiesler, C. A. (1971). The psychology of commitment: Experiments linking behavior to belief. New York: Academic Press. First citation in articleGoogle Scholar

  • Kiesler, C. A. & Sakumura, J. (1966). A test of a model for commitment. Journal of Personality and Social Psychology, 3, 349–353. doi 10.1037/h0022943 First citation in articleCrossref, Google Scholar

  • Langer, E. J. (1989). Mindfulness. Cambridge, MA: Perseus Books. First citation in articleGoogle Scholar

  • Lewin, K. (1943). Forces behind food habits and methods of change. Bulletin of the National Research Council, 108, 35–65. First citation in articleGoogle Scholar

  • Lokhorst, A. M., van Dijk, J., Staats, H., van Dijk, E. & de Snoo, G. (2010). Using tailored information and public commitment to improve the environmental quality of farmlands: An example from the Netherlands. Human Ecology, 38, 113–122. doi 10.1007%2Fs10745-009-9282-x First citation in articleCrossref, Google Scholar

  • Lokhorst, A. M., Werner, C., Staats, H., Van Dijk, E. & Gale, J. L. (2013). Commitment and behavior change: A meta-analysis and critical review of commitment-making strategies in environmental research. Environment and Behavior, 45, 3–34. doi 10.1177/0013916511411477 First citation in articleCrossref, Google Scholar

  • Matthies, E., Klöckner, C. A. & Preissner, C. L. (2006). Applying a modified moral decision making model to change habitual car use: How can commitment be effective? Applied Psychology, 55, 91–106. doi 10.1111/j.1464-0597.2006.00237.x First citation in articleCrossref, Google Scholar

  • Matthies, E., Kuhn, S. & Klöckner, C. A. (2002). Travel mode choice of women: The result of limitation, ecological norm, or weak habit? Environment and Behavior, 34, 163–177. doi 10.1177/0013916502034002001 First citation in articleCrossref, Google Scholar

  • McKenzie-Mohr, D. & Smith, W. (1999). Fostering sustainable behavior: An introduction to community-based social marketing. Gabriola Island, British Columbia, Canada: New Society. First citation in articleGoogle Scholar

  • Meineri, S. & Guéguen, N. (2014). Foot-in-the-door and action identification. Binding communication applied to environmental conservation. Revue Européenne de Psychologie Appliquée, 64, 3–11. doi 10.1016/j.erap.2011.12.003 First citation in articleCrossref, Google Scholar

  • Menon, A. & Menon, A. (1997). Enviropreneurial marketing strategy: The emergence of corporate environmentalism as market strategy. Journal of Marketing, 61, 51–67. doi 10.2307/1252189 First citation in articleCrossref, Google Scholar

  • O’Keefe, D. J. & Jensen, J. D. (2008). Do loss-framed persuasive messages engender greater message processing than do gain-framed messages? A meta-analytic review. Communication Studies, 59, 51–67. doi 10.1080/10510970701849388 First citation in articleCrossref, Google Scholar

  • Peterson, A. V., Kealey, K. A., Mann, S. L., Marek, P. M. & Sarason, I. G. (2000). Hutchinson smoking prevention project: Long-term randomized trial in school-based tobacco use prevention: Results on smoking. Journal of the National Cancer Institute, 92, 1979–1991. doi 10.1093/jnci/ 92.24.1979 First citation in articleCrossref, Google Scholar

  • Rubens, L., Brisbois, X. & Gosling, P. (2011). Persuasion, commitment, or both? Promoting willingness to act for the environment. International Review of Social Psychology, 24(4), 103–118. First citation in articleGoogle Scholar

  • Schultz, P. W. (2002). Knowledge, education and household recycling: Examining the knowledge-deficit model of behavior change. In T. DietzP. SternEds., Education, information and voluntary measures in environmental protection (pp. 67–82). Washington, DC: National Academy Press. First citation in articleGoogle Scholar

  • Schultz, P. W., Khazian, A. & Zaleski, A. (2008). Using normative social influence to promote conservation among hotel guests. Social Influence, 3, 4–23. doi 10.1080/15534510701755614 First citation in articleCrossref, Google Scholar

  • Susskind, A. M. & Verma, R. (2011). Hotel guests’ reactions to guest room sustainability initiatives. Cornell Hospitality Reports, 11(6), 4–13. First citation in articleGoogle Scholar

  • Van Vugt, M. (2009). Averting the tragedy of the commons: Using social psychological science to protect the environment. Current Directions in Psychological Science, 18, 169–173. doi 10.1111/j.1467-8721.2009.01630.x First citation in articleCrossref, Google Scholar

  • Wang, T. H. & Katzev, R. (1990). Group commitment and resource conservation: Two field experiments on promoting recycling. Journal of Applied Social Psychology, 20, 265–275. doi 10.1111/j.1559-1816.1990.tb00411.x First citation in articleCrossref, Google Scholar

  • Zbinden, A., Souchet, L., Girandola, F. & Bourg, G. (2011). Communication engageante et représentations sociales: une application en faveur de la protection de l’environnement et du recyclage [ Binding communication and social representations: An application for the environment protection and recycling ]. Pratiques psychologiques, 17, 285–299. doi 10.1016/j.prps.2010.10.002 First citation in articleCrossref, Google Scholar