期刊
ENVIRONMENTAL COMMUNICATION-A JOURNAL OF NATURE AND CULTURE
卷 15, 期 6, 页码 813-841出版社
ROUTLEDGE JOURNALS, TAYLOR & FRANCIS LTD
DOI: 10.1080/17524032.2021.1914701
关键词
Renewable energies; message-framing; environmental concern; eye tracking; regulatory focus; green advertising
资金
- Spanish Ministry of Economy and Competitiveness [ECO2012-39576]
- Economy, Innovation, Science and Employment Division of the Andalusian Regional Government [P12-SEJ-1980]
- Instituto Universitario para el Desarrollo Social Sostenible (INDESS)
The study analyzed advertising messages of renewable energies using eye-tracking technology, finding that consumers with higher environmental concern tend to focus more quickly and frequently on negative stimuli.
The aims of the present study were: (a) to analyze the advertising message of renewable energies using eye-tracking technology, based on differences in the level of attention captured according to message valence (positive, neutral and negative) and the message framing; and (b) to evaluate the moderating role of consumers' level of environmental concern and their self-regulatory focus. The results demonstrate differences in the time taken for low-elaboration stimuli to start to take effect for participants with high and low concern for the environment. It is also found that negative text-based advertisements are the most effective at attracting attention. In general terms, participants with the greatest concern for environmental matters tend to focus more quickly and more frequently on these negative stimuli, which require a greater degree of elaboration. The study also presents interesting recommendations for the development of awareness-raising campaigns about renewable energy.
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