Changing attitudes on social media: Effects of fear and information in green advertising on non-green consumers
Journal of Current Issues and Research in Advertising.
Abstract: How can green advertising get non-green consumers to think more about the environment? Using Elaboration Likelihood Model and Social Judgement Theory, we construct hypotheses and test them across three experiments. Results provide converging evidence that messages placed on social media with low-information and high-fear (emotional) appeals are most effective at generating purchase intent and digital engagement. Moreover, pollution ideation is the mechanism underlying these effects on social media. Theoretical and practical implications are discussed in light of the potential for advertising to be a force for good, particularly on social media where it might encourage non-green consumers to think more about the environment.
Getting a little too personal? Positive and negative effects of personalized advertising on online multitaskers
Abstract: Given the increasing number of personalized ads and the prevalence of media multitasking, understanding the impact of online privacy concern on ad outcomes is important. However, the interaction effects between […]