Investigating the Portrayal and Influence of Sustainability Claims in an Environmental Advertising Context

被引：29

作者：

Cummins, Shannon ^{[1
]}

Reilly, Timothy M. ^{[2
]}

Carlson, Les ^{[3
]}

Grove, Stephen J. ^{[4
]}

Dorsch, Michael J. ^{[4
]}

机构：

[1] Univ Wisconsin, Dept Mkt, Whitewater, WI 53190 USA

[2] Univ Minnesota, Dept Mkt, Duluth, MN 55812 USA

[3] Univ Nebraska, Dept Mkt, Lincoln, NE USA

[4] Clemson Univ, Dept Mkt, Clemson, SC USA

来源：

JOURNAL OF MACROMARKETING | 2014年 / 34卷 / 03期

关键词：

sustainability; advertising; advertising message strategy; consumer attitude toward marketing; consumer behavior; macromarketing; MARKET ORIENTATION; GREEN; INFORMATION; RELIABILITY; CONSUMPTION; ATTITUDES; STRATEGY;

D O I：

10.1177/0276146713518944

中图分类号：

F [经济];

学科分类号：

02 ;

摘要：

The ability of consumer judges to identify sustainable messages in environmental advertising and the effect of these messages is explored. A content analysis provides insight into these judges' perceptions of the depth of environmental advertising messages. An experiment investigates the influence of sustainable messages and includes collection of cognitive response data to evaluate the cognitive dimension of sustainability messages. Content analysis results suggest that sustainability messages may influence how environmental advertisements are perceived. These findings are supported by the cognitive response data, which shows cognitive differences across advertisements, and the experimental manipulation that suggests sustainable ads may be more involving to consumers.

引用

页码：332 / 348

页数：17

共 63 条

[31] ENVIRONMENTAL ADVERTISING CLAIMS - A PRELIMINARY INVESTIGATION [J].