Any scientific attempt to understand, predict, or promote pro-environmental behavior requires an adequate measurement tool for the assessment of pro-environmental behavior. The multidisciplinary interest in pro-environmental behavior has generated a large variety of such tools, ranging from domain-general and domain-specific self-report measures, field observations conducted with the help of informants, trained observers, or technical devices, to behavioral tasks for use in the laboratory. The present review discusses this broad spectrum of existing approaches to the measurement of pro-environmental behavior, their strengths and weaknesses, as well as possibilities to improve upon them. From this review, we deduce several recommendations for the development, selection, and application of measures in proenvironmental behavior research. We conclude by stressing the importance of established and validated measures for a cumulative science of pro-environmental behavior.

Type of instrumentality has indeed a differential influence on motivational, cognitive, and behavioural variables.

Neuroscientific studies demonstrate that erotic stimuli activate the reward circuitry processing monetary and drug rewards. Theoretically, a general reward system may give rise to nonspecific effects: exposure to "hot stimuli" from one domain may thus affect decisions in a different domain. We show that exposure to sexy cues leads to more impatience in intertemporal choice between monetary rewards. Highlighting the role of a general reward circuitry, we demonstrate that individuals with a sensitive reward system are more susceptible to the effect of sex cues, that the effect generalizes to nonmonetary rewards, and that satiation attenuates the effect. (c) 2008 by JOURNAL OF CONSUMER RESEARCH, Inc..

People frequently fail to see themselves as environmentally conscious consumers; one reason for this is that they are oftentimes prone to dismissing their more common ecological behaviors (e.g., avoid littering) as non-diagnostic for that particular self-image. The cueing of commonly performed ecological behaviors as environmentally friendly (what we call positive cueing) renders both cued and non-cued common ecological behaviors more diagnostic for the inference of pro-environmental attitudes (Study 1). As a result, positive cueing increases the likelihood that people will see themselves as consumers who are concerned with the degree to which their behavior is environmentally responsible (Study 2). The cueing of common ecological behaviors leads participants to choose environmentally friendly products with greater frequency, and even to use scrap paper more efficiently (Study 3). We discuss the implications for effective social marketing campaigns.

In the latest decades, emotions have become an important research topic in all behavioral sciences, and not the least in advertising. Yet, advertising literature on how to measure emotions is not straightforward. The major aim of this article is to give an update on the different methods used for measuring emotions in advertising and to discuss their validity and applicability. We further draw conclusions on the relation between emotions and traditional measures of advertising effectiveness. We finally formulate recommendations on the use of the different methods and make suggestions for future research.