Many firms market products that encourage environmentally friendly consumption. These firms can use of one two forms of advertising appeals to promote this consumption. They can highlight the benefits to the consumer (i.e., self-benefit appeals), such as providing cost savings, or they can highlight benefits to society (i.e., other-benefit appeals), such as lower emissions. Across three studies we find that the ability for each type of appeal to generate environmentally responsible consumption is influenced by the consumption setting. In settings where public accountability is high, other-benefit appeals are more successful, and in private consumption settings self-benefit appeals are more successful.
|Title of host publication||Developments in Marketing Science|
|Subtitle of host publication||Proceedings of the Academy of Marketing Science|
|Number of pages||1|
|State||Published - 2015|
|Name||Developments in Marketing Science: Proceedings of the Academy of Marketing Science|
Bibliographical notePublisher Copyright:
© 2015, Academy of Marketing Science.
ASJC Scopus subject areas
- Strategy and Management