| Purchasing Gasoline | Purchasing a Haircut | Recycling | Voting |
Own Consumption | To save money or time (for example, if you try to find the lowest price, if you shop at the most convenient location, or if you gain rewards points.) | I get a haircut at a place where I will save money or time. For example. I try to find the lowest price, the most convenient location, or the best value. | To make money or reduce expenses (for example, you recycle aluminum cans to earn money or to reduce waste disposal costs). | I vote to increase my income or reduce my expenses (for example, I vote because there is a potential economic benefit, such as reducing taxes or increasing government benefits). |
Goodwill | I purchase gasoline where I want my friends and colleagues to see and notice me. | I get my haircut at a place where I want my friends or co-workers to see me since it improves my image or standing among them. | I recycle because of peer expectations or so that my friends and co-workers will think more highly of me. | I vote so that my friends and co-workers will think better of me. |
Self-respect | To increase my self-respect by purchasing from socially or environmentally responsible companies. | I get my haircut at a given place because I feel I should; it makes me feel good about myself (for example, because of the quality of the haircut or the way I’m treated by the barber or hairdresser). | I recycle because I think it is the right thing to do and I feel better about myself when I do. | I vote because I think it is the right thing to do and I feel better about myself when I do. |
Belonging | I purchase gasoline where I am more likely to run into and talk to my friends and colleagues. | I get my haircut at a place where I am more likely to encounter my friends and co-workers or where I will feel part of a larger community. | I recycle because it makes me feel like a part of a larger recycling community or effort. | I vote because it makes me feel like I am participating in something larger than myself it makes me feel like I am part of a community. |
Sharing | To support the workers and owners associated with the gas station or gas company. | I get my haircut at a given place to support the barber or hairdresser, or the company for which they work. | I recycle because I want to leave the environment in better shape for the people I care about (e.g., friends, children, grandchildren, etc.). | I vote to support people and causes that I care about, so that those people and causes may be more successful. |