PT  - JOURNAL ARTICLE
AU  - Benjamin Ganz
AU  - Anthony Grimes
TI  - How Claim Specificity Can Improve Claim Credibility in Green Advertising
AID  - 10.2501/JAR-2018-001
DP  - 2018 Jan 16
TA  - Journal of Advertising Research
PG  - JAR-2018-001
4099  - http://www.journalofadvertisingresearch.com/content/early/2018/01/15/JAR-2018-001.short
4100  - http://www.journalofadvertisingresearch.com/content/early/2018/01/15/JAR-2018-001.full
AB  - This study establishes claim specificity as a conceptually distinct message characteristic and a robust antecedent of claim credibility. The relationship between the specificity and the credibility of green claims is examined by way of a 2 × 2 online experiment, with a broad sample of consumers. The results show that being specific increased the perceived credibility of green claims across a range of products, regardless of their perceived environmental relevance. Theoretical, practical, and research implications are discussed.