Abstract
This study underscores the importance of considering a medium's broader effects. Research demonstrates that a medium's perceived eco-harmful impact affects communication effectiveness because a medium itself can act as a constituent of the message. The current study, conducted in Sweden, explores managers' estimates of consumer eco-harmful perceptions of 10 paper- and electronic-based media. Managers tend to mis-estimate consumers' eco-harmful media perceptions; these estimates are driven by managers' eco-conscious attitudes. Further, advertising on more eco-harmful media is associated with irritating characteristics, while advertising on less eco-harmful media is associated with good and trustworthy characteristics. Managerial implications are given for communication effectiveness in contexts where environmental concerns are particularly relevant.
- Received September 13, 2017.
- Received (in revised form) July 17, 2018.
- Accepted August 9, 2018.
- Copyright© 2020 ARF. All rights reserved.
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Vol 60 Issue 3
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- Article
- Abstract
- MANAGEMENT SLANT
- INTRODUCTION
- LITERATURE REVIEW
- METHOD
- RESULTS
- DISCUSSION AND IMPLICATIONS
- LIMITATIONS, FUTURE RESEARCH, AND CONCLUSIONS
- ABOUT THE AUTHORS
- ACKNOWLEDGMENTS
- Appendix A Measures for Research Questions 1–3
- Appendix B Principal-Components Analysis of Managers' and Consumers' Eco-Harmful Media Perceptions
- REFERENCES
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