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Assessing The Potential Effectiveness Of Environmental Advertising: The Influence Of Ecological Concern And Ad Type On Systematic Information Processing, Jingyu Bao

Master's Theses (2009 -)

Following the postulation of motivation propelled message processing brought up by Chaiken, Giner-Sorolla and Chen (1996) within the framework of the heuristic-systematic model (HSM) (Chaiken, 1980; 1987; Chaiken, Liberman, & Eagly, 1989), this study attempts to explore the extent to which individuals' environmental concern can affect persuasion via systematic information processing. The study examines the comparative effectiveness of a product-based informational approach versus a social norm-based transformational approach regarding individuals with varied levels of environmental concern. A mixed model design is conducted to test the relationship between environmental concern, ad type, systematic processing of information and advertising effectiveness. The regression …