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FEELING AMBIVALENT ABOUT GOING GREEN: Implications for Green Advertising Processing

Journal of advertising, 2011-12, Vol.40 (4), p.19-31 [Peer Reviewed Journal]

Copyright © 2011 American Academy of Advertising ;COPYRIGHT 2011 Taylor & Francis Group LLC ;Copyright M. E. Sharpe Inc. Winter 2011 ;ISSN: 0091-3367 ;EISSN: 1557-7805 ;DOI: 10.2753/JOA0091-3367400402 ;CODEN: JOADD7

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Title:
FEELING AMBIVALENT ABOUT GOING GREEN: Implications for Green Advertising Processing
Author: Chang, Chingching
Subjects: Advertising ; Advertising campaigns ; Advertising research ; Ambivalence ; Analysis ; Attitudes ; Consumer advertising ; Consumer attitudes ; Consumer behavior ; Consumer behaviour ; Consumer spending ; Consumers ; Environmental conservation ; Environmental impact ; Environmental surveys ; Environmentally sensitive products ; Evaluation ; Experimentation ; Green marketing ; Green products ; Green Revolution ; Perceptions ; Psychological attitudes ; Public opinion surveys ; Social psychology ; Studies ; Willingness to pay
Is Part Of: Journal of advertising, 2011-12, Vol.40 (4), p.19-31
Description: A survey explores factors that lead to consumers' ambivalent attitudes about green products and buying green products. An experiment further tests the moderating influence of this ambivalence on consumer responses to green advertising that suggests the advertisers exert different levels of green efforts (low, moderate, high). A proposed model predicts that high-effort claims induce greater levels of discomfort among ambivalent participants, which encourage them to engage in motivated processing in which they discount the believability of the ad, as well as that of the green claims. As a result, evaluations of the product become more negative. The experimental findings confirm these predictions.
Publisher: Abingdon: M. E. Sharpe, Inc
Language: English
Identifier: ISSN: 0091-3367
EISSN: 1557-7805
DOI: 10.2753/JOA0091-3367400402
CODEN: JOADD7
Source: ProQuest One Psychology
ProQuest Central

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FEELING AMBIVALENT ABOUT GOING GREEN: Implications for Green Advertising Processing

Copyright © 2011 American Academy of Advertising ;COPYRIGHT 2011 Taylor & Francis Group LLC ;Copyright M. E. Sharpe Inc. Winter 2011 ;ISSN: 0091-3367 ;EISSN: 1557-7805 ;DOI: 10.2753/JOA0091-3367400402 ;CODEN: JOADD7

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