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The Effect of Cartoon on Eco-Friendly Responses- The Role of Involvement and Moral Values. Dong Jae (Jay) Lim

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 […]

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