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Green Advertising Insights: The Power of a Single Tip

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Manage episode 423399269 series 3530127
Content provided by Journal of Advertising Research. All podcast content including episodes, graphics, and podcast descriptions are uploaded and provided directly by Journal of Advertising Research or their podcast platform partner. If you believe someone is using your copyrighted work without your permission, you can follow the process outlined here https://player.fm/legal.

Explore the fascinating findings from the article "Why a Single Pro-Environmental Appeal Works to Promote Behavioral Change" by Matthew Pittman (University of Tennessee), Tyler Milfeld (Villanova University), and Kibum Youn (University of Tennessee), with Colin Campbell, Editor of the Journal of Advertising Research.

Join us as we delve into:

  • The impact of single versus multiple green tips on brand attitudes among consumers with varying levels of environmental concern.
  • Why a single green tip is more effective for consumers with low environmental concern.
  • The role of perceived brand authenticity in shaping consumer responses to green advertising.

Through three comprehensive studies, the authors provide actionable insights on optimizing green message strategies to enhance brand perception and encourage sustainable behavior.

Don't miss this insightful discussion with these expert authors!
Read the full article here:
https://www.journalofadvertisingresearch.com/content/early/2024/01/05/JAR-2024-001

To keep up to date on the latest JAR news sign up for our newsletter:
https://lp.constantcontactpages.com/su/mtD04QN
And follow us on LinkedIn:
https://www.linkedin.com/company/82528291/admin/

  continue reading

9 episodes

Artwork
iconShare
 
Manage episode 423399269 series 3530127
Content provided by Journal of Advertising Research. All podcast content including episodes, graphics, and podcast descriptions are uploaded and provided directly by Journal of Advertising Research or their podcast platform partner. If you believe someone is using your copyrighted work without your permission, you can follow the process outlined here https://player.fm/legal.

Explore the fascinating findings from the article "Why a Single Pro-Environmental Appeal Works to Promote Behavioral Change" by Matthew Pittman (University of Tennessee), Tyler Milfeld (Villanova University), and Kibum Youn (University of Tennessee), with Colin Campbell, Editor of the Journal of Advertising Research.

Join us as we delve into:

  • The impact of single versus multiple green tips on brand attitudes among consumers with varying levels of environmental concern.
  • Why a single green tip is more effective for consumers with low environmental concern.
  • The role of perceived brand authenticity in shaping consumer responses to green advertising.

Through three comprehensive studies, the authors provide actionable insights on optimizing green message strategies to enhance brand perception and encourage sustainable behavior.

Don't miss this insightful discussion with these expert authors!
Read the full article here:
https://www.journalofadvertisingresearch.com/content/early/2024/01/05/JAR-2024-001

To keep up to date on the latest JAR news sign up for our newsletter:
https://lp.constantcontactpages.com/su/mtD04QN
And follow us on LinkedIn:
https://www.linkedin.com/company/82528291/admin/

  continue reading

9 episodes

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