Replicating and Extending Our Understanding of How Managers Can Adjust the “Warm Glow Thermostat”

Michael Giebelhausen*, Hae Eun Helen Chun

*Corresponding author for this work

Research output: Contribution to journalArticlepeer-review

5 Scopus citations

Abstract

This article presents four studies that replicate and extend a recent article examining how guest participation in voluntary green programs (e.g., towel reuse) increases service satisfaction by evoking a “warm glow” response. Importantly for managers, we not only replicate across new hospitality and service contexts but also conceptualize alternative incentive paradigms, and test alternative mediators. In particular, we reconceptualize the “self-benefiting” versus “other-benefiting” incentive structure presented by Giebelhausen, Chun, Cronin, and Hult to consider “virtue,” “vice,” and “cash” incentives (i.e., three different types of self-benefiting incentives). The results provide managers with a better understanding of how they should promote and reward sustainable guest behavior. In addition to managerial implications, the present research also contributes to the academic literature on a growing phenomenon that has important implications for both business and society at large.

Original languageEnglish (US)
Pages (from-to)122-133
Number of pages12
JournalCornell Hospitality Quarterly
Volume58
Issue number2
DOIs
StatePublished - May 1 2017

Keywords

  • green marketing
  • hospitality
  • sustainability
  • warm glow

ASJC Scopus subject areas

  • Tourism, Leisure and Hospitality Management

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