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

Abstract: Through a 2x2 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.

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Keith Wilson was selected to join the 2024 Academy of Motion Picture Arts and Sciences (also known as the Oscars).

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“Video catalyzing misinformation online: The effects of message modality and source type on perceived misinformation credibility, health attitudes and behaviors.”
Ivanka Pjesivac, Sohyun Park (Ph.D. student) & Alexia Little (Ph.D. student) received the Visual Communication Division’s Top Faculty paper award for “Video catalyzing misinformation online: The effects of message modality and source […]

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