Self-Presentational Barriers to Resource Conservation

Conducted 4 experiments with 618 undergraduates to assess attributional consequences of engaging in conservation-oriented behavior. Exps 1-3 each manipulated a different conservation behavior; Ss judged a target person's identity based on a description of the target's conservation-related activities. Stereotypes regarding these persons' identities were widely shared. Performance of these behaviors stigmatized the target by negatively influencing the target's perceived status and other identity dimensions. Exp 4 explored perceived appropriateness of engaging in particular conservationist activities given specific self-presentational concerns. Data revealed considerable inter-S agreement as to such behavior's appropriateness in situations whose goal was conveying a specific image to a social audience. Self-presentational connotations of conservation-oriented activities may be important determinants of their performance.