Green Advertising and the Reluctant Consumer
No TL;DR found
Abstract
1. Introduction Kim Sheehan and Lucy Atkinson 2. Consumer Receptivity to Ads Elizabeth M. Tucker, Nora J. Rifon, Eun Mi Lee and Bonnie B. Reece 3. The Role of Regulatory Focus and Self-View in Green Advertising Message Framing Ioannis Kareklas, Jeffrey R. Carlson and Darrel D. Muehling 4. Communicating Marketing Appeals Effectively Hsuan-Hsuan Ku, Chien-Chih Kuo, Ching-Luen Wu and Chih-Ying Wu 5. Eco-Seals and Advertising Persuasion Barbara A. Bickart and Julie A. Ruth 6. Sustainable Marketing and Social Media Elizabeth Minton, Christopher Lee, Ulrich Orth, Chung-Hyun Kim and Lynn Kahle 7. The Effectiveness of Benefit Type and Price Endings in Advertising Marla B. Royne, Jennifer Martinez, Jared Oakley and Alexa K. Fox 8. Is the Devil in the Details? Guang-Xin Xie and Ann Kronrod 9. Victoria's Dirty Secrets Marie-Cecile Cervellon 10. Factors Affecting Skepticism toward Advertising Arminda Maria Finisterra do Paco and Rosa Reis