05 - Effective win-win strategies & unintended side effects

Question 1

Possible unintended side effects (categories)

Answer 1

1) Reactance
2) Rebound effect & licensing
3) Win-win in one domain may trigger negative consequences in another domain

Question 2

(1) Reactance

Answer 2

Consider the example of refurbishing or not

• if apple refurbishes self: WTP for new iPod drops
• if a 3th party refurbishes: WTP for new iPod increases
• if both apple & 3th party refurbish: Slight increase in WTP

Question 3

(2a) Rebound effect

Answer 3

Improvement of technical efficiency, such as LED lights, leads to an increased consumption of energy that offsets the savings.
- Decreased costs leads to increased consumption

Question 4

(2b) Licensing

Answer 4

a prior choice which boosts a positive self-concepts licenses the choice of a more self-indulgent option

• e.g. exercising -> eating cake as reward
• healthy salad -> eating cake as dessert

Question 5

Reparative behavior

Answer 5

unhealthy choice leads to a healthy one

- where licensing is that healthy leads to unhealthy

Question 6

Moral licensing

Answer 6

Another term for licensing -> people who initially behave in a moral way can later displays behaviors that are immoral, unethical or otherwise problematic.

Question 7

Moral licensing effective?

Answer 7

Meta-analysis of 91 found: small to medium effect. Not dependent on:

• framing morality as treat vs. action
• actual vs. hypothetical moral behavior
• domain
• whether control is neutral or negative

Question 8

(3) Unintended side effects

Answer 8

Food waste results from impulse unhealthy consumptions while it replaces planned healthy behavior. A study showed:

• future consumption -> healthy
• now consumption -> unhealthy