Green or Non-Green? Does Type of Appeal Matter When Advertising a Green Product?

This research examined how consumers responded to different print advertisements for a green laundry detergent. Hypotheses based on the salience literature were developed and tested in a laboratory...

[1]  S. Ratneshwar,et al.  Selective Attention in Consumer Information Processing: the Role of Chronically Accessible Attributes , 1990 .

[2]  Thomas J. Madden,et al.  Attitude toward the Ad: An Assessment of Diverse Measurement Indices under Different Processing “Sets” , 1988 .

[3]  J. Bargh,et al.  Individual construct accessibility, person memory, and the recall-judgment link: The case of information overload. , 1985 .

[4]  Ida E. Berger,et al.  Understanding the Link Between Environmental Attitudes and Consumer Product Usage: Measuring the Moderating Role of Attitude Strength , 1993 .

[5]  E. Iyer,et al.  Anatomy of green advertising , 1993 .

[6]  Charles S. Gulas,et al.  An expose on green television ads , 1994 .

[7]  F. Webster.  Determining the Characteristics of the Socially Conscious Consumer , 1975 .

[8]  Scott B. MacKenzie,et al.  The Role of Attention in Mediating the Effect of Advertising on Attribute Importance , 1986 .

[9]  Diane M. Samdahl,et al.  Social Determinants of Environmental Concern , 1989 .

[10]  Scott B. MacKenzie,et al.  An Empirical Examination of the Structural Antecedents of Attitude toward the Ad in an Advertising Pretesting Context , 1989 .

[11]  Scott B. MacKenzie,et al.  The Role of Attitude toward the Ad as a Mediator of Advertising Effectiveness: A Test of Competing Explanations: , 1986 .

[12]  Martha S. Wysor.  Comparing College Students' Environmental Perceptions and Attitudes , 1983 .

[13]  Charles H. Schwepker,et al.  An Examination of Ecologically Concerned Consumers and Their Intention to Purchase Ecologically Packaged Products , 1991 .

[14]  F. Noe,et al.  Hispanic Cultural Influence on Environmental Concern , 1990 .

[15]  E. Iyer.  The Influence of Verbal Content and Relative Newness on the Effectiveness of Comparative Advertising , 1988 .

[16]  Richard Staelin,et al.  The Information Processing of Pictures in Print Advertisements , 1983 .

[17]  G. Armstrong,et al.  Children's Use of Cognitive Defenses Against Television Advertising: A Cognitive Response Approach , 1988 .

[18]  P. Ellen,et al.  The Role of Perceived Consumer Effectiveness in Motivating Environmentally Conscious Behaviors , 1991 .

[19]  Meryl P. Gardner,et al.  Advertising Effects on Attributes Recalled and Criteria Used for Brand Evaluations , 1983 .

[20]  R. Dunlap,et al.  The “New Environmental Paradigm” , 1978 .

[21]  Ida E. Berger,et al.  Increasing Environmental Sensitivity via Workplace Experiences , 1995 .

[22]  P. Wright.  The Cognitive Processes Mediating Acceptance of Advertising , 1973 .