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Effects of functional green advertising on self and others
Mo, Ziying; Liu, Matthew Tingchi; Liu, Yongdan
2018-05
Source PublicationPSYCHOLOGY & MARKETING
ABS Journal Level3
ISSN0742-6046
Volume35Issue:5Pages:368-382
AbstractThis study examines the effects of a functional green advertising promoting the environmental advantages of a product. It presents the results of three experiments designed to (a) explore consumers' perceptions of a functional green ad's effects on themselves and others, (b) determine how those perceptions are influenced by consumer environmental concern, and (c) examine how individualism-collectivism relates to self-other effect perceptions. Findings indicate that (a) consumers believe that functional green advertising exerts a stronger influence on others' purchase decisions than on their own purchase decisions; (b) the self-other difference is more salient among consumers with high environmental concern; (c) in the individualistic culture, the perceived effectiveness on self, not on others, predicts consumers' support for the regulation of functional green ads, while this effect is reversed when consumers are in collectivistic cultures. The study's findings extend several lines of research, including the literature on green advertising and the third-person effect.
Keywordconsumer environmental concern green advertising individualism-collectivism third-person effect
DOI10.1002/mar.21092
URLView the original
Indexed BySSCI
Language英语
WOS Research AreaBusiness & Economics ; Psychology
WOS SubjectBusiness ; Psychology, Applied
WOS IDWOS:000430129800004
PublisherWILEY
The Source to ArticleWOS
Fulltext Access
Citation statistics
Cited Times [WOS]:12   [WOS Record]     [Related Records in WOS]
Document TypeJournal article
CollectionDEPARTMENT OF MANAGEMENT AND MARKETING
Recommended Citation
GB/T 7714
Mo, Ziying,Liu, Matthew Tingchi,Liu, Yongdan. Effects of functional green advertising on self and others[J]. PSYCHOLOGY & MARKETING,2018,35(5):368-382.
APA Mo, Ziying,Liu, Matthew Tingchi,&Liu, Yongdan.(2018).Effects of functional green advertising on self and others.PSYCHOLOGY & MARKETING,35(5),368-382.
MLA Mo, Ziying,et al."Effects of functional green advertising on self and others".PSYCHOLOGY & MARKETING 35.5(2018):368-382.
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