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Social and Behavioral Sciences Commons™
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Advertising and Promotion Management
Annual Research Symposium of the College of Communication and Information
Articles 1 - 2 of 2
Full-Text Articles in Social and Behavioral Sciences
The Influences Of Perceived Environmental Responsibilities On Green Purchasing Intentions, Jinhee Lee, Ilwoo Ju
The Influences Of Perceived Environmental Responsibilities On Green Purchasing Intentions, Jinhee Lee, Ilwoo Ju
Annual Research Symposium of the College of Communication and Information
The current study examined the influences of perceived environmental responsibilities of the three types of important social agents (individuals, companies, and governments) on consumers’ green purchasing intentions. Drawing on the environmental consumerism and purchase decision making literature, consumers’ perceptions of the aforementioned social agents’ roles in environment protection were hypothesized to influence their purchase intentions for green products. In addition, the current study attempted to investigate the different prediction patterns of such factors for two different purchase intention measures (e.g., general purchase intention and “willingness to pay more” for green products) to capture the nuance between the different measurement scales, …
Communication Strategies In Direct-To-Consumer Prescription Drug Advertisements, Ilwoo Ju
Communication Strategies In Direct-To-Consumer Prescription Drug Advertisements, Ilwoo Ju
Annual Research Symposium of the College of Communication and Information
Little research has incorporated a theoretical framework for the analysis of message and creative strategies used in DTCA to date. The purpose of the current study is to extend the previous literature by providing a more complete list of DTCA message and/or creativity strategies based on Taylor’s message strategy wheel. The results show that DTCA has been used to promote drugs for such life-threatening conditions as asthma, acid reflux, Alzheimer’s disease, depression, and arthritis. The most common inducement was the offer of consumer support information. In general, magazine DTC ads from 2006 to 2010 were likely to take both informational …