2018
DOI: 10.1002/mar.21092
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Abstract: This 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 a… Show more

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Cited by 61 publications
(62 citation statements)
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References 74 publications
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“…Scholars have studied the influence of individualism–collectivism in the marketing context, revealing important insights about how cross‐cultural ideology can affect consumer responses to marketing efforts and stimuli (i.e., Frank, Enkawa, & Schvaneveldt, ; Hsieh, Chiu, Tang, & Lin, ; Mo, Liu, & Liu, ; Wang, ; Wien & Olsen, ; Xiao & Kim, ). As an ideological factor, individualism–collectivism is relevant in the consociality dimension of the sharing economy because it clarifies the variability in consumers’ approaches toward personal interaction (i.e., Marcus & Le, ; Mourali, Laroche, & Pons, ; Oyserman, ; Watkins & Liu, ).…”
Section: Literature Review and Hypothesesmentioning
confidence: 99%
See 1 more Smart Citation
“…Scholars have studied the influence of individualism–collectivism in the marketing context, revealing important insights about how cross‐cultural ideology can affect consumer responses to marketing efforts and stimuli (i.e., Frank, Enkawa, & Schvaneveldt, ; Hsieh, Chiu, Tang, & Lin, ; Mo, Liu, & Liu, ; Wang, ; Wien & Olsen, ; Xiao & Kim, ). As an ideological factor, individualism–collectivism is relevant in the consociality dimension of the sharing economy because it clarifies the variability in consumers’ approaches toward personal interaction (i.e., Marcus & Le, ; Mourali, Laroche, & Pons, ; Oyserman, ; Watkins & Liu, ).…”
Section: Literature Review and Hypothesesmentioning
confidence: 99%
“…In exchange for course credit, 146 undergraduate students from a large U.S. university (female = 74; mean age = 23) participated in this experiment. First, participants responded to a 7‐point, 7‐item Likert‐type scale (Mo et al, ) split into three items for individualism (“I want to be unique and different from others in many aspects,” “I am competitive with others,” and “I prefer working independently from others;” α = .518) and four items for collectivism (“I respect the majority's wish,” “I support my group, whether they are right or wrong,” “I respect decisions made by my group,” and “I maintain harmony in my group;” α = .819). To calculate each participant's individualism–collectivism score, the items for individualism and collectivism were separately averaged, and the individualism score was subtracted from the collectivism score.…”
Section: Studymentioning
confidence: 99%
“…Green advertising emerged as a result of increased public concern and media’s interest for environmental issues (Hartmann & Apaolaza-Ibáňez, 2009), and has the purpose of communicating proenvironmental aspects of an organization (Ahmad et al, 2010) and persuading customers to involve them in green consumption practices (Hu, 2012). It promotes an environmentally conscious lifestyle and helps organizations to communicate their sustainability-related corporate social responsibility (CSR) image with its customers (Banerjee et al, 1995; Mo et al, 2018; Nyilasy et al, 2014).…”
Section: Literature Review and Theoretical Foundationmentioning
confidence: 99%
“…Asimismo, las emociones pueden ser un mediador entre el TPP y el componente conductual del TPE, pues las emociones desencadenan ciertos resultados de una influencia percibida (Stefanita et al, 2017). En términos de mensajes promocionales, muchos consumidores sobrestiman la efectividad en otros y subestiman la efectividad en sí mismos (Mo et al, 2018).…”
Section: El Efecto De La Tercera Persona En La Publicidadunclassified
“…Estudios más recientes sobre el efecto de la tercera persona y la publicidad en el ámbito internacional han abordado las temáticas de green advertising (Mo et al, 2018) y smoke advertising (Pardun et al, 2017). En ambos estudios, apareció el efecto de la tercera persona donde los participantes afirmaron que dichas publicidades tenían un mayor efecto en los demás que en ellos mismos.…”
Section: El Efecto De La Tercera Persona En La Publicidadunclassified