When environmental messages should be assertive: Examining the moderating role of effort investment

Tae Hyun Baek, Sukki Yoon, Seeun Kim

Research output: Contribution to journalArticlepeer-review

60 Scopus citations

Abstract

The research reported in this article examined whether environmental advertisers who use assertive language can expect to have varying persuasive impacts depending on how much effort message recipients invest in completing environmentally friendly requests. The findings indicate that assertive messages cause individuals to show more favorable attitudes and behavioral intentions toward recycling when they invest significant effort in following the requests. In contrast, nonassertive messages are more effective for individuals who invest little effort. Furthermore, perceived issue importance mediates the interaction between message assertiveness and effort investment for predicting attitudes toward recycling, and in turn enhances intentions to recycle.

Original languageEnglish
Pages (from-to)135-157
Number of pages23
JournalInternational Journal of Advertising
Volume34
Issue number1
DOIs
StatePublished - Feb 9 2015

Bibliographical note

Publisher Copyright:
© 2015 Advertising Association.

Keywords

  • Effort investment
  • Environmental advertising persuasion
  • Message assertiveness
  • Perceived issue importance

ASJC Scopus subject areas

  • Communication
  • Marketing

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