The inconsistency between pro-environmental attitudes and behaviours, known as the “attitude-behaviour” gap, is exceptionally pronounced in scenarios associated with “green” choice. The current literature offers numerous explanations for the reasons behind the “attitude-behaviour” gap, however, the generalisability of these explanations is complex. In addition, the answer to the question of whether the gap occurs between attitudes and intentions, or intentions and behaviours is also unknown. In this study, we propose the moral dimension as a generalisable driver of the “attitude-behaviour” gap (...) and investigate its effectiveness in predicting attitudes, pro-environmental intentions and subsequent behaviours. We do so by using Hunt–Vitell’s moral philosophy-based framework of ethical decision-making, which conceptualises morality as the central decision-making parameter. The results from 557 US MTurk participants revealed that the manipulation of moral dimensions, specifically deontology and teleology, impacted ethical evaluation of presented dilemmas, however, failed to translate into subsequent intentions and behaviours. This finding suggests (i) that the moral dimension has an effect in shaping attitudes toward environmental issues, and (ii) that gap occurs between attitudes and intentions rather than intentions and behaviours. Further investigation of what strengthens and/or overrides the effects of the moral dimension would help understand the reasons why moral attitudes do not always translate into subsequent intentions and behaviours in the pro-environmental domain. (shrink)

We contend that if efficiency and reliability are important factors in neural information processing then distributed, not localist, representations are “evolution's best bet.” We note that distributed codes are the most efficient method for representing information, and that this efficiency minimizes metabolic costs, providing adaptive advantage to an organism.

Creativity is a valuable commodity. Research has revealed some identifying characteristics of creative people and some of the emotional states that can bring out the most creativity in all of us. It has also been shown that the long-term experience of different cultures and lifestyles that is the result of travel and immigration can also enhance creativity. However, the role of one-off, extreme, or unusual experiences on creativity has not been directly observed before. In part, that may be because, by (...) their very nature, such experiences are very difficult to bring into the laboratory. Here, we brought the tools and empirical methods of the laboratory into the wild, measuring the psychological effects of a unique multisensory experience: an underwater nightclub. We showed – with fully randomized and experimentally controlled conditions – that such an experience boosted measures of divergent thinking in participants. This demonstrates that one element of creativity can be directly enhanced by unusual situations, and that experimental tools of psychology can be used to investigate a range of consumer experiences. (shrink)