Green Advertising and the Reluctant Consumer (eBook, ePUB)

Redaktion: Sheehan, Kim; Atkinson, Lucy

• Format: ePub

Produktbeschreibung

This edited collection presents cutting edge research into the topic of green messages and subsequent consumer responses. The research studies draw on a rich tradition of communication, psychological and sociological theories that examine consumer responses in a nuanced way. At the same time, the studies present important implications for advertising practitioners and academics alike. Written by communications scholars from North America, Europe and Asia, the studies encompass a range of research techniques including experiments, surveys, content analyses and depth interviews. The book provides important insights into current practice as well as directions for future research.

This book was originally published as a special issue of the Journal of Advertising.

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Produktdetails

• Verlag: Taylor & Francis eBooks
• Seitenzahl: 145
• Erscheinungstermin: 8. Januar 2016
• Englisch
• ISBN-13: 9781317700050
• Artikelnr.: 57073144

Autorenporträt

Kim Sheehan is Professor at the School of Journalism & Communication at the University of Oregon, USA. She recieved her PhD from the University of Tennessee, USA. Lucy Atkinson is Assistant Professor in the Department of Advertising and Public Relations at the University of Texas-Austin, USA. She recieved her PhD from the University of Wisconsin, USA.

Inhaltsangabe

1. Introduction Kim Sheehan and Lucy Atkinson 2. Consumer Receptivity to
Green Ads Elizabeth M. Tucker, Nora J. Rifon, Eun Mi Lee and Bonnie B.
Reece 3. The Role of Regulatory Focus and Self-View in "Green" Advertising
Message Framing Ioannis Kareklas, Jeffrey R. Carlson and Darrel D. Muehling
4. Communicating Green Marketing Appeals Effectively Hsuan-Hsuan Ku,
Chien-Chih Kuo, Ching-Luen Wu and Chih-Ying Wu 5. Green Eco-Seals and
Advertising Persuasion Barbara A. Bickart and Julie A. Ruth 6. Sustainable
Marketing and Social Media Elizabeth Minton, Christopher Lee, Ulrich Orth,
Chung-Hyun Kim and Lynn Kahle 7. The Effectiveness of Benefit Type and
Price Endings in Green Advertising Marla B. Royne, Jennifer Martinez, Jared
Oakley and Alexa K. Fox 8. Is the Devil in the Details? Guang-Xin Xie and
Ann Kronrod 9. Victoria's Dirty Secrets Marie-Cécile Cervellon 10. Factors
Affecting Skepticism toward Green Advertising Arminda Maria Finisterra do
Paço and Rosa Reis