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Managerial–Consumer Eco-Harmful Media Perceptions and Eco-Conscious Attitudes

Understanding the Context Within Green Media

Claudia A. Rademaker, Marla Royne Stafford, Mikael Andéhn
DOI: 10.2501/JAR-2019-014 Published 1 September 2020
Claudia A. Rademaker
Stockholm University,
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  • For correspondence: claudia.rademaker@sbs.su.se
Marla Royne Stafford
University of Nevada—Las Vegas,
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  • For correspondence: marla.stafford@unlv.edu
Mikael Andéhn
Royal Holloway, University of London,
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  • For correspondence: Mikael.Andehn@rhul.ac.uk
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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

Journal of Advertising Research: 60 (3)
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Managerial–Consumer Eco-Harmful Media Perceptions and Eco-Conscious Attitudes
Claudia A. Rademaker, Marla Royne Stafford, Mikael Andéhn
Journal of Advertising Research Sep 2020, 60 (3) 290-304; DOI: 10.2501/JAR-2019-014

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Managerial–Consumer Eco-Harmful Media Perceptions and Eco-Conscious Attitudes
Claudia A. Rademaker, Marla Royne Stafford, Mikael Andéhn
Journal of Advertising Research Sep 2020, 60 (3) 290-304; DOI: 10.2501/JAR-2019-014
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    • 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
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