How Guilt Level Affects Green Advertising Effectiveness
TL;DR: In this paper, the authors employed a between-subject post-test only experimental design to examine whether guilt appeal levels affected green advertising effectiveness measured by consumers' attitude towards the advertisement and the brand.
Abstract: The study employed a between-subject post-test only experimental design to examine whether guilt appeal levels affected green advertising effectiveness measured by consumers’ attitude towards the advertisement and the brand. Furthermore, guilt-aroused feelings were examined for their effects.The study was conducted among 121 students in a large public university in the southwest of the United States (US). Empirical results supported the effects of guilt appeal on green advertising effectiveness. Participants were found to have more favourable attitudes towards the green advertisement and advertised brand when exposed to a low guilt advertisement than to a high guilt advertisement. Among three guilt-induced feelings, angry–irritated emotion and self-conscious emotion were found to moderate consumers’ attitudes towards the green advertisement and the advertised brand.
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TL;DR: A review of the academic literature from marketing and behavioral science that exa... as mentioned in this paper highlights the important role of marketing in encouraging sustainable consumption, and presents a review of marketing and behavioural science literature that support sustainable consumption.
Abstract: Highlighting the important role of marketing in encouraging sustainable consumption, the current research presents a review of the academic literature from marketing and behavioral science that exa...
650 citations
Cites background from "How Guilt Level Affects Green Adver..."
...Guilt can influence sustainable intentions and behaviors (Carrus, Passafaro, and Bonnes 2008; Jiménez and Yang 2008; Luchs and Mooradian 2012; Mallett, Melchiori, and Strickroth 2013; Muralidharan and Sheehan 2018; Onwezen, Antonides, and Bartels 2013)....
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TL;DR: In this article, the authors employ a self-construal theory to explain the theoretical basis of factors that influence organic food purchase decisions and find that egoistic and altruistic factors simultaneously predict consumers' organic attitudes and purchase intentions.
Abstract: We employ a novel adaptation of self-construal theory to explain the theoretical basis of factors that influence organic food purchase decisions. Study 1 reveals that egoistic (e.g., personal health) and altruistic (e.g., environmental) considerations simultaneously predict consumers' organic attitudes and purchase intentions. Study 2 indicates that societal considerations play a more influential role for green/organic products. Study 3 tests advertising treatments utilizing egoistic and/or altruistic claims. Results show that an ad featuring both egoistic and altruistic appeals produces more favorable responses than either an egoistic treatment or a control ad, but is equally effective as an ad featuring altruistic claims.
243 citations
TL;DR: In this article, the authors used a pre-assigned framework to categorize 58 articles addressing the green gap, based on the theory, methodology, and paradigm applied in each article, and they concluded that despite the diversity of methods used, there is still room for improvement in terms of methodology, paradigm, and theory.
174 citations
TL;DR: Evidence is found that anticipating one’s positive future emotional state from green action just prior to making an environmental decision leads to higher pro-environmental behavioral intentions compared to anticipating one's negative emotionalState from inaction.
Abstract: The present research explores the relationship between anticipated emotions and pro-environmental decision making comparing two differently valenced emotions: anticipated pride and guilt. In an experimental design, we examined the causal effects of anticipated pride versus guilt on pro-environmental decision making and behavioral intentions by making anticipated emotions (i.e. pride and guilt) salient just prior to asking participants to make a series of environmental decisions. We find evidence that anticipating one’s positive future emotional state from green action just prior to making an environmental decision leads to higher pro-environmental behavioral intentions compared to anticipating one’s negative emotional state from inaction. This finding suggests a rethinking in the domain of environmental and climate change messaging, which has traditionally favored inducing negative emotions such as guilt to promote pro-environmental action. Furthermore, exploratory results comparing anticipated pride and guilt inductions to baseline behavior point toward a reactance eliciting effect of anticipated guilt.
110 citations
TL;DR: This paper examined the effect of guilt appeals in green advertising and found that guilt appeals backfire when promoting a high-proximity issue to highly conscious individuals and that non-guilt appeals are no more effective when a low-procimity issue is presented to individuals with weak environmental consciousness.
Abstract: This research examines guilt appeals in green advertising by clarifying moderating roles of issue proximity and environmental consciousness. Advantageous effects of guilt appeals are produced in two contexts: promoting a highly proximal issue to consumers with weak environmental consciousness or promoting a less proximal issue to those with strong environmental consciousness. Guilt appeals are no more effective than non-guilt appeals when a low-proximity issue is presented to individuals with weak environmental consciousness. Guilt appeals backfire when promoting a high-proximity issue to highly conscious individuals. The implications of these findings are discussed, as are the limitations and directions for future research.
104 citations
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TL;DR: This article identified attitude toward the ad as an important construct mediating the effects of advertising on brand attitude and purchase intention, but to date, little attention has been paid to this aspect.
Abstract: Recent research has identified attitude toward the ad (AAd) as an important construct mediating the effects of advertising on brand attitude and purchase intention. To date, however, little attenti...
2,299 citations
Book•
01 Jan 1980
2,139 citations
"How Guilt Level Affects Green Adver..." refers methods in this paper
...Seventeen items measured guilt-induced feelings and guilt appeals and were derived from Coulter and Pinto (1995) and Plutchik (1980)....
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...These four items were modifi ed from Coulter and Pinto (1995) and Plutchik (1980), including the following adjectives: after reading the advertisement, I feel ‘blameworthy’, ‘annoyed’, ‘angry’ and ‘upset’....
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Book•
01 Jan 2001TL;DR: Rachel Vannatta Reinhart, I Was So Mad Advanced And Multivariate Statistical Methods: Practical Application And Interpretation, reads more about the author's work and discusses her plans for a follow-up book, to be published in 2017.
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1,571 citations
"How Guilt Level Affects Green Adver..." refers background in this paper
...This multivariate difference analysis statistically controls for the effects of potentially confounding covariates (Mertler and Vannatta 2002)....
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TL;DR: This paper presented a new model of self-conscious emotions, specify a set of predictions derived from the model, and apply the model to narcissistic self-esteem regulation, and discuss the model's broader implications for future research on self and emotion.
Abstract: Self-conscious emotions (e.g., shame, pride) are fundamentally important to a wide range of psychological processes, yet they have received relatively little attention compared to other, more "basic" emotions (e.g., sadness, joy). This article outlines the unique features that distinguish self-conscious from basic emotions and then explains why generally accepted models of basic emotions do not adequately capture the self-conscious emotion process. The authors present a new model of self-conscious emotions, specify a set of predictions derived from the model, and apply the model to narcissistic self-esteem regulation. Finally, the authors discuss the model's broader implications for future research on self and emotion.
1,120 citations
TL;DR: This paper investigated the role of feelings in understanding advertising effects and found that negative and positive feelings co-occur and both are important predictors of the ad's effectiveness, and that feelings contribute uniquely to attitude toward the ad, beliefs about the brand's attributes, and attitude towards the brand; and that the relative importance of feelings and judgments of ad's characteristics varies based on the extent to which the ad is transformational and informational.
Abstract: This research investigates the role of feelings in understanding advertising effects. We conducted two studies to examine (1) whether feelings occur as a result of viewing television commercials, (2) the relative importance of feelings and judgments of the ad's characteristics on several advertising outcomes, and (3) the variation in the importance of feelings given different ad characteristics. We found that (1) negative and positive feelings co-occur; (2) both are important predictors of the ad's effectiveness; (3) feelings contribute uniquely to attitude toward the ad, beliefs about the brand's attributes, and attitude toward the brand; and (4) the relative importance of feelings and judgments of the ad's characteristics varies based on the extent to which the ad is transformational and informational.
1,100 citations
"How Guilt Level Affects Green Adver..." refers background or result in this paper
...Multiple studies have additionally confi rmed that Aad has a direct effect on Ab under a variety of conditions (Batra & Ray 1986; Edell & Burke 1987; Lutz et al. 1983)....
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...Coulter and Pinto (1995) and Edell and Burke (1987) provided similar fi ndings suggesting that guilt-induced feelings infl uenced consumers’ Ab....
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...Advertising practitioners have used various types of advertising appeals to help form and change attitudes to persuade consumers to buy (Edell & Burke 1987)....
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...Past studies have also provided support to the mediating role of induced feeling between the appeal and respondents’ Aad and Ab (Bozinoff & Ghingold 1983; Coulter & Pinto 1995; Edell & Burke 1987; Ghingold 1981)....
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