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Open Access CC BY V4.0
Journal article
"Hi, I'm Terri Towel. Please Reuse Me." Can Anthropomorphizing Towels Prompt Tourists to Reuse Them?
Journal of travel research, Vol.65(7), pp.2031-2052
2025
Abstract
We leverage anthropomorphism-attributing human-like characteristics (e.g., speech and emotions) to non-human objects (i.e., towels)-to communicate appeals from various theoretical perspectives to prompt hotel guests to reuse their towels. In survey experiments, we directly compare interventions based on competing theoretical constructs such as social norms, environmental beliefs, enjoyment, and perceived effort, with and without anthropomorphism. Results from two survey experiments show that anthropomorphizing towels made people perceive them as more human-like and experience higher levels of self-transcendent emotions (e.g., empathy) toward the towel. Anthropomorphism combined with a message about the effort of reusing a towel significantly increased hand towel reuse in a field experiment without affecting guest satisfaction. However, the effect was limited to hand towels. This cost-effective intervention can be readily implemented to enhance sustainability and reduce laundry costs. Nonetheless, stronger interventions, such as default changes, may be needed to achieve a larger impact on towel reuse overall.
Details
- Title
- "Hi, I'm Terri Towel. Please Reuse Me." Can Anthropomorphizing Towels Prompt Tourists to Reuse Them?
- Authors/Creators
- Danyelle Greene - Univ Queensland, UQ Business Sch, Room 437,GP North Bldg,St Lucia Campus, Brisbane, Qld 4072, AustraliaAnna K. Zinn - Univ Queensland, UQ Business Sch, Room 437,GP North Bldg,St Lucia Campus, Brisbane, Qld 4072, AustraliaCsilla Demeter - Univ Queensland, UQ Business Sch, Room 437,GP North Bldg,St Lucia Campus, Brisbane, Qld 4072, AustraliaSara Dolnicar - Univ Queensland, UQ Business Sch, Room 437,GP North Bldg,St Lucia Campus, Brisbane, Qld 4072, Australia
- Publication Details
- Journal of travel research, Vol.65(7), pp.2031-2052
- Publisher
- SAGE Publications
- Number of pages
- 22
- Grant note
- FL190100143 / Australian Research Council
- Identifiers
- 991005881250707891
- Copyright
- © The Author(s) 2025.
- Murdoch Affiliation
- School of Psychology
- Language
- English
- Resource Type
- Journal article
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InCites Highlights
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- Citation topics
- 6 Social Sciences
- 6.73 Social Psychology
- 6.73.1507 Pro-environmental Behavior
- Web Of Science research areas
- Hospitality, Leisure, Sport & Tourism
- ESI research areas
- Social Sciences, general