Word: nongreen
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After reading one of the stories, the study participants were presented with equally priced choices between two cars, two household cleaners and two dishwashers; in each case, the participants could pick a more luxurious nongreen item (a high-end Sub-Zero dishwasher with a no-spot drying system, for instance) or an eco-friendly item (a dishwasher with a short running time made with recycled components). Those who read the status-priming story were far more likely to pick the green product than the luxury product. They were also more likely to pick the green product than another control group...
...store or online, in private. The results: those imagining themselves buying the backpacks in public were more likely to go for the enviro backpacks, even though they weren't as nice as the luxury models. By contrast, those told to imagine buying in private tended to opt for the nongreen backpack that offered more features. "Status motives," the authors conclude, "led people to forgo luxury only when it could influence one's reputation...
...time to argue, and so I played an obedient Clark Kent to her Lois Lane. Three big whacks and two little nudges with her brick-filled book bag and we were at the Jolly Green Giant, a health-food pub, which, despite its name, does not discriminate against small, nongreen people...
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