Adjusting the Warm-Glow Thermostat: How Incentivizing Participation in Voluntary Green Programs Moderates Their Impact on Service Satisfaction

@article{Giebelhausen2016AdjustingTW,
  title={Adjusting the Warm-Glow Thermostat: How Incentivizing Participation in Voluntary Green Programs Moderates Their Impact on Service Satisfaction},
  author={Michael D. Giebelhausen and HaeEun Helen Chun and J. Joseph Cronin and G. Tomas M. Hult},
  journal={Journal of Marketing},
  year={2016},
  volume={80},
  pages={56 - 71}
}
In Study 1, the authors find that people are more satisfied with a service experience when they choose to participate in the provider's voluntary green program (e.g., recycling)—an effect mediated by the “warm glow” of participation. The downside, however, is that this same mechanism decreases satisfaction among people who choose not to participate. In Study 2, analysis of data from the J.D. Power Guest Satisfaction Index suggests that incentivizing the program (i.e., compensating the program… 

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