Title

Message Framing and Collectivistic Appeal in Green Advertising: A Study of Chinese Consumers

Document Type

Article

Publication Date

2-25-2015

Department

Mass Communication and Journalism

Abstract

This study examined the effects of message framing (positive vs. negative) and appeal types (individualistic vs. collectivistic) in green advertising on Chinese consumers’ attitude toward the ad, attitude toward the brand, green trust (trust of green messages), and purchase intention. It was found that negative frames and collectivistic appeal generated more favorable advertising and brand attitude and a higher level of green trust and purchase intention. Interaction effects suggested that, for ads with collectivistic appeals, there was no significant difference in terms of message framing. However, when individualistic appeals were used, ads with negative message frames generated more favorable responses than ads with positive frames.

Publication Title

Journal of International Consumer Marketing

Volume

27

Issue

2

First Page

152

Last Page

166

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