The Effect of Cartoon on Eco-Friendly Responses- The Role of Involvement and Moral Values.

Paper accepted for presentation at the American Academy of Advertising 2019 Conference.

Abstract: Through a 2×2 x2 between-subjects experiment, this study examined effects of cartoon images (versus actual picture) on green advertising using environmental threat appeals. Results indicated using cartoon images exerted significant main effects on attitude toward the ad. For future purchase intention, effect of cartoon images interacted with consumer’s level of issue involvement and moral identity. Especially, consumers with low level of issue involvement and low level of moral identity showed more favorable intention to purchase green products. The findings demonstrate cartoons should be used with caution and might not serve as an effective cue for high involved consumers.

Dong Jae (Jay) Lim