The Influence of Environmental Claims on Consumer Reaction to Advertising: An Individual Difference Approach

• 영문명: The Influence of Environmental Claims on Consumer Reaction to Advertising: An Individual Difference Approach
• 발행기관: 한국산업경영학회
• 저자명: Yeonshin Kim(김연신) 이희욱
• 간행물 정보: 『한국산업경영학회 발표논문집』2006년도 동계 학술대회 발표논문집, 517~534쪽, 전체 18쪽
• 주제분류: 경제경영 > 경영학
• 파일형태: PDF
• 발행일자: 2006.02.28

영문 초록

  Although the use of environmental claims in advertising has increased in recent years (Cude 1993; Davis 1994), how such ads influence consumer judgment and reaction is unclear. A review of existing research suggests the impact of environmental claims on several measures of advertising effectiveness. In order to better understand conditions under which the persuasive effects of environmental claims might be enhanced or diminished, it was examined the moderating role of individual difference factors expected to predict reactions to advertising containing environmental claims. Using two-way ANOVAs, it found that environmental claims were effective in forming favorable attitudes toward the ad, attitudes toward the brand, and purchase intentions but that some individual characteristics examined didn’t moderate the effects of environmental claims on the three measures of advertising effectiveness.

목차

Abstract
Ⅰ. Introduction
Ⅱ. Method
Ⅲ. Results
Ⅳ. Discussion and Implications
Ⅴ. Limitations and Future Research
References

키워드

Environmental Claims Environmental Consciousness Gender Advertising Effectiveness