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Consumers' green involvement and the persuasive effects of emotional versus functional ads
Matthes, Jörg; Wonneberger, Anke; Schmuck, Desirée - In: Journal of Business Research 67 (2014) 9, pp. 1885-1893
This study compares the effects of four types of ads: a functional green ad promoting the environmental advantages of a product, an emotional green ad using a visual representation of pleasant natural scenery, a mixed type green ad using functional and emotional strategies, and a control group....
Persistent link: https://www.econbiz.de/10011050001
Cover Image
Consumers' green involvement and the persuasive effects of emotional versus functional ads
Matthes, Jörg; Wonneberger, Anke; Schmuck, Desirée - In: Journal of business research : JBR 67 (2014) 9, pp. 1885-1893
Persistent link: https://www.econbiz.de/10010379213
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The skeptical green consumer revisited : testing the relationship between green consumerism and skepticism toward advertising
Matthes, Jörg; Wonneberger, Anke - In: Journal of advertising : official publication of the … 43 (2014) 2, pp. 115-127
Persistent link: https://www.econbiz.de/10010373247