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Performance Appeals, Environmental Knowledge, And Emotions For Green Advertising, Dooyoung Choi, Ha Kyung Lee
Performance Appeals, Environmental Knowledge, And Emotions For Green Advertising, Dooyoung Choi, Ha Kyung Lee
STEMPS Faculty Publications
This study aims to investigate the effect of the green performance appeals in an advertisement on purchase intentions, which are mediated by anticipated positive emotions (i.e., happiness and hope). This study also explores that the mediation model is moderated by individuals’ environmental knowledge. Three experimental conditions were utilized in which three types of green performance appeals (before, after, before–after appeal) were presented in the advertisement of a mock denim brand. Web-based online survey data (N = 201; Amazon MTurk) were analyzed by using ANOVA and PROCESS procedure using SPSS 23.0. The results of this study indicated that when the green-message …
Beneficiary Foci Types And Performance Appeals In Green Advertising, Dooyoung Choi, Ha Kyung Lee
Beneficiary Foci Types And Performance Appeals In Green Advertising, Dooyoung Choi, Ha Kyung Lee
STEMPS Faculty Publications
In green advertising, the message focus is often associated with one of two benefits: the self-benefit focus and the other-benefit focus. However, determining which of the two benefit foci is more effective in generating positive consumer responses is still debatable. To explain the complexity of the mixed findings, we have explored advertising appeals that influence the perception of the environmental performance of the product, or green performance perception. Specifically, we have examined the self- and other-benefit types with three performance-based appeals (before, after, and before–after appeals) in relation to perceived green performance and brand attitudes. A 2 × 3 ANOVA …