Shame or Pride? The Effect of Emotional Appeals on Overordering Intentions in Social Dining

Abstract

Food waste is a significant global issue in which the hospitality industry plays an increasingly important role. In behavioral economics, emotions can serve as interventions to promote sustainable customer behavior. However, the effectiveness of self-conscious emotions, such as shame and pride, in reducing food waste in social dining contexts remains uncertain. Using the cognitive appraisal theory of emotion, we examine how shame and pride appeals influence customers’ overordering intentions (OOIs) in the Clean Your Plate Campaign in China. Our findings suggest that shame appeals associated with waste and pride appeals linked to frugality effectively reduce OOI by arousing impression management motivation. Additionally, including authoritative information in these appeals significantly enhances the interactivity of emotional appeals and impression management motivation and further reduces OOI. This study fills the research gap of emotions in overordering decision-making, offering practical guidance for preventing food waste and promoting environmental sustainability.

Keywords

overordering intention shame pride impression management motivation authoritative information

Get full access to this article

View all access options for this article.

References

Agrawal

Duhachek

(2010). Emotional compatibility and the effectiveness of antidrinking messages: A defensive processing perspective on shame and guilt. Journal of Marketing Research, 47(2), 263–273. https://doi.org/10.1509/jmkr.47.2.263

Agrawal

Han

Duhachek

(2013). Emotional agency appraisals influence responses to preference inconsistent information. Organizational Behavior and Human Decision Processes, 120(1), 87–97. https://doi.org/10.1016/j.obhdp.2012.10.001

Ahmad

S. N.

Laroche

(2015). How do expressed emotions affect the helpfulness of a product review? Evidence from reviews using latent semantic analysis. International Journal of Electronic Commerce, 20(1), 76–111. https://doi.org/10.1080/10864415.2016.1061471

Amatulli

De Angelis

Peluso

A. M.

Soscia

Guido

(2019). The effect of negative message framing on green consumption: An investigation of the role of shame. Journal of Business Ethics, 157, 1111–1132. https://doi.org/10.1007/S10551-017-3644-X

Amonini

Pettigrew

Clayforth

(2015). The potential of shame as a message appeal in antismoking television advertisements. Tobacco Control, 24(5), 436–441. https://doi.org/10.1136/tobaccocontrol-2014-051737

Antonetti

Maklan

(2014). Feelings that make a difference: How guilt and pride convince consumers of the effectiveness of sustainable consumption choices. Journal of Business Ethics, 124, 117–134. https://doi.org/10.1007/s10551-013-1841-9

Arkin

R. M.

(1981). Self-presentation styles. In Tedeschi

J. T.

(Ed.), Impression management theory and social psychological research (pp. 311–334). Academic Press. https://www-sciencedirect-com-443.web.bisu.edu.cn/science/article/abs/pii/B9780126851809500208

Bagozzi

R. P.

Sekerka

L. E.

Sguera

(2018). Understanding the consequences of pride and shame: How self-evaluations guide moral decision making in business. Journal of Business Research, 84, 271–284. https://doi.org/10.1016/j.jbusres.2017.11.036

Bahja

Hancer

(2021). Eco-guilt in tourism: Do tourists intend to behave environmentally friendly and still revisit? Journal of Destination Marketing & Management, 20, Article 100602. https://doi.org/10.1016/j.jdmm.2021.100602

10.

Barrett

L. F.

Lindquist

K. A.

Gendron

(2007). Language as context for the perception of emotion. Trends in Cognitive Sciences, 11(8), 327–332. https://doi.org/10.1016/j.tics.2007.06.003

11.

Beretta

Stoessel

Baier

Hellweg

(2013). Quantifying food losses and the potential for reduction in Switzerland. Waste Management, 33(3), 764–773. https://doi.org/10.1016/j.wasman.2012.11.007

12.

Bergkvist

Zhou

K. Q.

(2016). Celebrity endorsements: A literature review and research agenda. International Journal of Advertising, 35(4), 642–663. https://doi.org/10.1080/02650487.2015.1137537

13.

Bissing-Olson

M. J.

Fielding

K. S.

Iyer

(2016). Experiences of pride, not guilt, predict pro-environmental behavior when pro-environmental descriptive norms are more positive. Journal of Environmental Psychology, 45, 145–153. https://doi.org/10.1016/j.jenvp.2016.01.001

14.

Brennan

Binney

(2010). Fear, guilt, and shame appeals in social marketing. Journal of Business Research, 63(2), 140–146. https://doi.org/10.1016/j.jbusres.2009.02.006

15.

Chang

Y. Y.-C.

(2022). All you can eat or all you can waste? Effects of alternate serving styles and inducements on food waste in buffet restaurants. Current Issues in Tourism, 25(5), 727–744. https://doi.org/10.1080/13683500.2020.1870939

16.

Dolan

Hallsworth

Halpern

King

Metcalfe

Vlaev

(2012). Influencing behaviour: The mindspace way. Journal of Economic Psychology, 33(1), 264–277. https://doi.org/10.1016/j.joep.2011.10.009

17.

Dolnicar

Juvan

Grün

(2020). Reducing the plate waste of families at hotel buffets–A quasi-experimental field study. Tourism Management, 80, Article 104103. https://doi.org/10.1016/j.tourman.2020.104103

18.

Duhachek

Agrawal

Han

(2012). Guilt versus shame: Coping, fluency, and framing in the effectiveness of responsible drinking messages. Journal of Marketing Research, 49(6), 928–941. https://doi.org/10.1509/jmr.10.0244

19.

Ellsworth

P. C.

Smith

C. A.

(1988). From appraisal to emotion: Differences among unpleasant feelings. Motivation and Emotion, 12(3), 271–302. https://doi.org/10.1007/bf00993115

20.

Filimonau

Delysia

(2019). Food waste management in hospitality operations: A critical review. Tourism Management, 71, 234–245. https://doi.org/10.1016/j.tourman.2018.10.009

21.

Guan

Luo

Liu

(2024). Can (A) I arouse you? The impact of AI services on consumer pro-environmental behavior. Journal of Hospitality & Tourism Research. Advance online publication. https://doi.org/10.1177/10963480241256602

22.

Han

Lerner

J. S.

Keltner

(2007). Feelings and consumer decision making: The appraisal-tendency framework. Journal of Consumer Psychology, 17(3), 158–168. https://doi.org/10.1016/S1057-7408(07)70023-2

23.

Hayes

A. F.

(2017). Introduction to mediation, moderation, and conditional process analysis: A regression-based approach. Guilford Publications.

24.

Herrald

M. M.

Tomaka

(2002). Patterns of emotion-specific appraisal, coping, and cardiovascular reactivity during an ongoing emotional episode. Journal of Personality and Social Psychology, 83(2), 434–450. https://doi.org/10.1037//0022-3514.83.2.434

25.

Ismagilova

Dwivedi

Y. K.

Slade

(2020). Perceived helpfulness of eWOM: Emotions, fairness and rationality. Journal of Retailing and Consumer Services, 53, Article 101748. https://doi.org/10.1016/j.jretconser.2019.02.002

26.

La Ferle

Muralidharan

Kim

(2019). Using guilt and shame appeals from an eastern perspective to promote bystander intervention: A study of mitigating domestic violence in India. Journal of Advertising, 48(5), 555–568. https://doi.org/10.1080/00913367.2019.1668893

27.

Lazarus

R. S.

(1991). Cognition and motivation in emotion. American Psychologist, 46(4), 352–367. https://doi.org/10.1037/0003-066X.46.4.352

28.

Legendre

T. S.

Lee

R. H.

Ding

Hwang

E. M.

Graves

(2024). Clean technology and food waste reduction in on-site foodservice management companies. Journal of Hospitality & Tourism Research, 48(4), 684–697. https://doi.org/10.1177/10963480231171325

29.

Lei

S. S. I.

Agyeiwaah

Fong

L. H. N.

Choe

J. Y.

(2024). Exploring food waste at a hospitality staff canteen with meteorological data. Journal of Hospitality & Tourism Research, 48(4), 607–621. https://doi.org/10.1177/10963480231188001

30.

Wang

(2020). Food waste of Chinese cruise passengers. Journal of Sustainable Tourism, 28(11), 1825–1840. https://doi.org/10.1080/09669582.2020.1762621

31.

(2019). Emotional appeals in tourism TV commercials: A psycho-physiological study. Journal of Hospitality & Tourism Research, 43(6), 783–806. https://doi.org/10.1177/1096348019828440

32.

Liang

Song

Liu

(2021). Uncovering residents and restaurants’ attitude and willingness toward effective food waste management: A case study of Macau. Waste Management, 130, 107–116. https://doi.org/10.1016/j.wasman.2021.05.021

33.

Lin

Spence

P. R.

Lachlan

K. A.

(2016). Social media and credibility indicators: The effect of influence cues. Computers in Human Behavior, 63, 264–271. https://doi.org/10.1016/j.chb.2016.05.002

34.

Lwin

Phau

(2013). Effective advertising appeals for websites of small boutique hotels. Journal of Research in interactive Marketing, 7(1), 18–32. https://doi.org/10.1108/17505931311316725

35.

Mkono

Hughes

(2020). Eco-guilt and eco-shame in tourism consumption contexts: Understanding the triggers and responses. Journal of Sustainable Tourism, 28(8), 1223–1244. https://doi.org/10.1080/09669582.2020.1730388

36.

Niedenthal

P. M.

Tangney

J. P.

Gavanski

(1994). “If only I weren’t” versus “If only I hadn’t”: Distinguishing shame and guilt in conterfactual thinking. Journal of Personality and Social Psychology, 67(4), 585–595. https://doi.org/10.1037/0022-3514.67.4.585

37.

Okumus

(2020). How do hotels manage food waste? Evidence from hotels in Orlando, Florida. Journal of Hospitality Marketing & Management, 29(3), 291–309. https://doi.org/10.1080/19368623.2019.1618775

38.

Onwezen

M. C.

Antonides

Bartels

(2013). The Norm Activation Model: An exploration of the functions of anticipated pride and guilt in pro-environmental behaviour. Journal of Economic Psychology, 39, 141–153. https://doi.org/10.1016/j.joep.2013.07.005

39.

Roseman

I. J.

(1991). Appraisal determinants of discrete emotions. Cognition & Emotion, 5(3), 161–200. https://doi.org/10.1080/02699939108411034

40.

Sakaguchi

Pak

Potts

M. D.

(2018). Tackling the issue of food waste in restaurants: Options for measurement method, reduction and behavioral change. Journal of Cleaner Production, 180, 430–436. https://doi.org/10.1016/j.jclepro.2017.12.136

41.

Schlenker

B. R.

(1980). Impression management (Vol. 526). Brooks/Cole.

42.

Schneider

C. R.

Zaval

Weber

E. U.

Markowitz

E. M.

(2017). The influence of anticipated pride and guilt on pro-environmental decision making. PLOS ONE, 12(11), Article e0188781. https://doi.org/10.1371/journal.pone.0188781

43.

Septianto

Kemper

J. A.

Northey

(2020). Thanks, but no thanks: The influence of gratitude on consumer awareness of food waste. Journal of Cleaner Production, 258, Article 120591. https://doi.org/10.1016/j.jclepro.2020.120591

44.

Septianto

Seo

Errmann

A. C.

(2021). Distinct effects of pride and gratitude appeals on sustainable luxury brands. Journal of Business Ethics, 169, 211–224. https://doi.org/10.1007/s10551-020-04484-7

45.

Shipley

N. J.

van Riper

C. J.

(2022). Pride and guilt predict pro-environmental behavior: A meta-analysis of correlational and experimental evidence. Journal of Environmental Psychology, 79, Article 101753. https://doi.org/10.1016/j.jenvp.2021.101753

46.

Smith

C. A.

Ellsworth

P. C.

(1985). Patterns of cognitive appraisal in emotion. Journal of Personality and Ssocial Psychology, 48(4), 813–838. https://doi.org/10.1037//0022-3514.48.4.813

47.

Achar

Han

Agrawal

Duhachek

Maheswaran

(2015). The psychology of appraisal: Specific emotions and decision-making. Journal of Consumer Psychology, 25(3), 359–371. https://doi.org/10.1016/j.jcps.2015.04.003

48.

Souza-Neto

Marques

Mayer

V. F.

Lohmann

(2023). Lowering the harm of tourist activities: A systematic literature review on nudges. Journal of Sustainable Tourism, 31(9), 2173–2194. https://doi.org/10.1080/09669582.2022.2036170

49.

Stenmarck

Â.

Jensen

Quested

Moates

Buksti

Cseh

Juul

Parry

Politano

Redlingshofer

(2016). Estimates of European food waste levels. IVL Swedish Environmental Research Institute. https://doi.org/10.13140/RG.2.1.4658.4721

50.

Stöckli

Dorn

Liechti

(2018). Normative prompts reduce consumer food waste in restaurants. Waste Management, 77, 532–536. https://doi.org/10.1016/j.wasman.2018.04.047

51.

Chen

Lin

(2023). Rise through coping with service failures in tourism. Annals of Tourism Research, 102, Article 103643. https://doi.org/10.1016/j.annals.2023.103643

52.

Talwar

Kaur

Ahmed

Bilgihan

Dhir

(2023). The dark side of convenience: How to reduce food waste induced by food delivery apps. British Food Journal, 125(1), 205–225. https://doi.org/10.1108/BFJ-02-2021-0204

53.

Talwar

Kaur

Okumus

Ahmed

Dhir

(2021). Food waste reduction and taking away leftovers: Interplay of food-ordering routine, planning routine, and motives. International Journal of Hospitality Management, 98, Article 103033. https://doi.org/10.1016/j.ijhm.2021.103033

54.

Talwar

Kaur

Yadav

Sharma

Dhir

(2023). Food waste and out-of-home-dining: Antecedents and consequents of the decision to take away leftovers after dining at restaurants. Journal of Sustainable Tourism, 31(1), 47–72. https://doi.org/10.1080/09669582.2021.1953512

55.

Tangney

J. P.

Niedenthal

P. M.

Covert

M. V.

Barlow

D. H.

(1998). Are shame and guilt related to distinct self-discrepancies? A test of Higgins’s (1987) hypotheses. Journal of Personality and Social Psychology, 75(1), 256–268. https://doi.org/10.1037/0022-3514.75.1.256

56.

Tangney

J. P.

Stuewig

Mashek

D. J.

(2007). Moral emotions and moral behavior. Annual Review Psychology, 58, 345–372. https://doi.org/10.1146/annurev.psych.56.091103.070145

57.

Tetlock

P. E.

Manstead

A. S.

(1985). Impression management versus intrapsychic explanations in social psychology: A useful dichotomy? Psychological Review, 92(1), 59–77. https://doi.org/10.1037/0033-295X.92.1.59

58.

Tracy

J. L.

Robins

R. W.

(2004). Putting the self into self-conscious emotions: A theoretical model. Psychological Inquiry, 15(2), 103–125. https://doi.org/10.1207/s15327965pli1502_01

59.

Tracy

J. L.

Robins

R. W.

(2007). The psychological structure of pride: A tale of two facets. Journal of Personality and Social Psychology, 92(3), 506–525. https://doi.org/10.1037/0022-3514.92.3.506

60.

United Nations. (2015). The 17 goals. Department of Economic and Social Affairs. https://sdgs.un.org/2030agenda

61.

Viglia

Dolnicar

(2020). A review of experiments in tourism and hospitality. Annals of Tourism Research, 80, Article 102858. https://doi.org/10.1016/j.annals.2020.102858

62.

Wang

L.-e.

Liu

Gao

Zhou

Gao

Cheng

(2017). The weight of unfinished plate: A survey based characterization of restaurant food waste in Chinese cities. Waste Management, 66, 3–12. https://doi.org/10.1016/j.wasman.2017.04.007

63.

Wang

Rasoolimanesh

S. M.

Kunasekaran

Zhao

(2024). Understanding over-ordering behaviour in social dining: Integrating mass media exposure and sense of ‘Mianzi’ into the Norm Activation Model. The Service Industries Journal, 44(13–14), 1018–1037. https://doi.org/10.1080/02642069.2022.2138356

64.

Wang

Chao

Zhang

(2022). Factors influencing fake news rebuttal acceptance during the COVID-19 pandemic and the moderating effect of cognitive ability. Computers in Human Behavior, 130, Article 107174. https://doi.org//10.1016/j.chb.2021.107174

65.

White

Peloza

(2009). Self-benefit versus other-benefit marketing appeals: Their effectiveness in generating charitable support. Journal of Marketing, 73(4), 109–124. https://doi.org/10.1016/j.chb.2021.107174

66.

Wilcox

Kramer

Sen

(2011). Indulgence or self-control: A dual process model of the effect of incidental pride on indulgent choice. Journal of Consumer Research, 38(1), 151-163. https://doi.org/10.1086/657606

67.

Williams

L. A.

DeSteno

(2008). Pride and perseverance: The motivational role of pride. Journal of Personality and Social Psychology, 94(6), 1007–1017. https://doi.org/10.1037/0022-3514.94.6.1007

68.

H. C.

Hsieh

C.-M.

Ramkissoon

(2022). Face consciousness, personal norms, and environmentally responsible behavior of Chinese tourists: Evidence from a lake tourism site. Journal of Hospitality and Tourism Management, 50, 148–158. https://doi.org/10.1016/j.jhtm.2022.01.010

69.

Yan

Keh

H. T.

Murray

K. B.

(2024). Feeling the values: How pride and awe differentially enhance consumers’ sustainable behavioral intentions. Journal of the Academy of Marketing Science, 52(1), 75–96. https://doi.org/10.1007/s11747-023-00928-4

70.

Yin

Bond

S. D.

Zhang

(2014). Anxious or angry? Effects of discrete emotions on the perceived helpfulness of online reviews. MIS Quarterly, 38(2), 539–560. https://www.jstor.org/stable/26634939

71.

Bai

Gong

(2021). Consumer’s over-ordering behavior at restaurant: Understanding the important roles of interventions from waiter and ordering habits. Appetite, 160, Article 105092. https://doi.org/10.1016/j.appet.2020.105092

72.

Zeelenberg

Nelissen

R. M.

Breugelmans

S. M.

Pieters

(2008). On emotion specificity in decision making: Why feeling is for doing. Judgment and Decision Making, 3(1), 18–27. https://doi.org/10.1017/S1930297500000139

73.

Zhang

C. X.

Pearce

Chen

(2019). Not losing our collective face: Social identity and Chinese tourists’ reflections on uncivilised behaviour. Tourism Management, 73, 71–82. https://doi.org/10.1016/j.tourman.2019.01.020

74.

Zhang

Peng

T.-Q.

Zhang

Y.-P.

Wang

X.-H.

Zhu

J. J.

(2014). Content or context: Which matters more in information processing on microblogging sites. Computers in Human Behavior, 31, 242–249. https://doi.org/10.1016/j.chb.2013.10.031

75.

Zhao

Yao

Ren

Jia

(2023). Message framing strategies in promoting tourists’ pro-environmental behavioral intentions: The interaction of social distance and message framing. Journal of Travel & Tourism Marketing, 40(8), 678–692. https://doi.org/10.1080/10548408.2023.2285930

76.

Zheng

Zhao

Ajina

A. S.

Poulova

(2023). Decoding the dilemma of consumer food over-ordering in restaurants: An augmented theory of planned behavior model investigation. Sustainability, 15(11), Article 8735. https://doi.org/10.3390/su15118735

77.

Zhu

O. Y.

Grün

Dolnicar

(2024). The power of respect for authority and empathy–Leveraging non-cognitive theoretical constructs to trigger environmentally sustainable tourist behaviour. Annals of Tourism Research, 105, Article 103681. https://doi.org/10.1016/j.annals.2023.103681

78.

Zou

Wang

Hua

(2024). Ordering alone or together? The effect of ordering situation on over-ordering behavior. Journal of Retailing and Consumer Services, 77, Article 103658. https://doi.org/10.1016/j.jretconser.2023.103658

Supplementary Material

Please find the following supplemental material available below.

For Open Access articles published under a Creative Commons License, all supplemental material carries the same license as the article it is associated with.

For non-Open Access articles published, all supplemental material carries a non-exclusive license, and permission requests for re-use of supplemental material or any part of supplemental material shall be sent directly to the copyright owner as specified in the copyright notice associated with the article.

0.00 MB

3.36 MB