Encouraging Energy Saving through Facebook: Effect of Message Concreteness and Message Sender Distance on Consumer Attitudes and Behavioral Intentions.
Accepted for presentation at the 2020 American Academy of Advertising (AAA) Annual Conference, March 2020, San Diego, CA.
Accepted for presentation at the 2020 American Academy of Advertising (AAA) Annual Conference, March 2020, San Diego, CA.
Abstract: This study examined effects of match versus mismatch of message concreteness (abstract/concrete) and sender distance (far/close) in Facebook-based posts about energy saving on attitudes and behavior intentions. An online experiment (N=183) revealed that participants in the matched condition (concrete message/close sender distance) developed significantly more positive attitudes towards saving energy. Results of the study offer theoretical and practical implications about effects of match versus mismatch of message concreteness and sender distance in social media-based energy saving messages.
Promoting healthy eating: The intervening role of health and nutrition-related claims in food advertisements
P. Pan, M. Bhandari, & Juan Meng.(accepted, 2022). Promoting healthy eating: The intervening role of health and nutrition-related claims in food advertisements. Health Education Journal, forthcoming, OnlineFirst: https://doi.org/10.1177/00178969221132210 Abstract: This study aimed to […]
Pseudo-reviews: Conceptualization and consumer effects of a new online Phenomenon
Abstract: A pseudo-review is a type of online user-generated review (“review”) posted on an e-commerce website that often resembles an authentic review on the surface, telling an exaggerated story about […]
