期刊
JOURNAL OF RETAILING AND CONSUMER SERVICES
卷 51, 期 -, 页码 352-361出版社
ELSEVIER SCI LTD
DOI: 10.1016/j.jretconser.2019.06.020
关键词
Sustainability advertising; Anthropomorphism; Feasibility/desirability appeals
类别
资金
- Myongji University
In this study, we examine how two message appeals-feasibility vs. desirability-and anthropomorphism jointly shape the effectiveness of environmental persuasion. The findings of Study 1 showed that the feasibility appeal was more effective than the desirability appeal in an ad promoting recycling. In Study 2, we found that this effect was moderated by anthropomorphic imagery in the ad. That is, the desirability appeal was more effective than the feasibility appeal when the ad featured a reusable cup with a smiley face and first-person copy, whereas the feasibility appeal was more effective than the desirability appeal when the ad featured a reusable cup with no smiley face and third-person copy. Theoretical and practical implications for sustainability marketing strategies are discussed.
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