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Title:	Communicating green marketing appeals effectively
Authors:	Kuo, Chien-Chih 郭建志 Ku, H.-H. Wu, C.-L. Wu, C.-Y.
Contributors:	心理系
Date:	2012
Issue Date:	2015-04-17 12:07:22 (UTC+8)
Abstract:	This study investigates the effect of consumers` self-regulatory focus on their response to green versus nongreen advertising appeals in terms of perceived attractiveness and purchase intention. Study 1 finds that preventionfocused participants are more strongly persuaded when `product-related` appeals emphasize green rather than nongreen product attributes, whereas the converse holds true for those who are promotion-focused. Study 2 finds that with respect to `non-product-related` appeals and for both categories of self-regulatory focus, green is significantly more persuasive than nongreen. Purchasing decisions by promotion-focused individuals are found to reflect a concern for experiential advancement; prevention-focused counterparts are motivated to minimize loss. © 2013 American Academy of Advertising.
Relation:	Journal of Advertising, 41(4), 41-50
Data Type:	article
DOI 連結:	http://dx.doi.org/10.1080/00913367.2012.10672456 http://dx.doi.org/10.2753/JOA0091-3367410403
DOI:	10.2753/JOA0091-3367410403 10.2753/JOA0091-3367410403 10.1080/00913367.2012.10672456
Appears in Collections:	[心理學系] 期刊論文

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