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....
