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https://ah.lib.nccu.edu.tw/handle/140.119/74661
題名: | Communicating green marketing appeals effectively | 作者: | Kuo, Chien-Chih 郭建志 Ku, H.-H. Wu, C.-L. Wu, C.-Y. |
貢獻者: | 心理系 | 日期: | 2012 | 上傳時間: | 17-Apr-2015 | 摘要: | 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. | 關聯: | Journal of Advertising, 41(4), 41-50 | 資料類型: | article | DOI: | http://dx.doi.org/10.1080/00913367.2012.10672456 http://dx.doi.org/10.2753/JOA0091-3367410403 |
Appears in Collections: | 期刊論文 |
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