Effort investment in persuasiveness: A comparative study of environmental advertising in the United States and Korea

Sukki Yoon, Yeonshin Kim, Tae Hyun Baek

Research output: Contribution to journalArticlepeer-review

32 Scopus citations

Abstract

The authors of this article compare American and Korean reactions to the persuasiveness of environmental advertising campaigns that are preceded by environmental pledges. Findings indicate that environmental advertising effectiveness depends on how much effort recipients put into making environmental pledges prior to viewing the advertisements. Study 1 demonstrates that when environmental pledges requesting more effort precede ad messages, Americans are more persuaded but Koreans are less persuaded. Study 2 extends the findings and rules out an alternative explanation-mere-effort effect-by showing that the results are replicated only with an issue-relevant pledge, but not with an issue-irrelevant pledge.

Original languageEnglish
Pages (from-to)93-105
Number of pages13
JournalInternational Journal of Advertising
Volume35
Issue number1
DOIs
StatePublished - 2016

Bibliographical note

Funding Information:
This work was supported by the National Research Foundation of Korea Grant funded by the Korean Government [grant number NRF-2013S1A2A1A01033553].

Publisher Copyright:
© 2015 Advertising Association.

Keywords

  • Cross-cultural
  • Effort investment
  • Environmental advertising campaigns
  • Persuasion

ASJC Scopus subject areas

  • Communication
  • Marketing

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