TY - JOUR T1 - How Claim Specificity Can Improve Claim Credibility in Green Advertising JF - Journal of Advertising Research JO - J Advert Res DO - 10.2501/JAR-2018-001 SP - JAR-2018-001 AU - Benjamin Ganz AU - Anthony Grimes Y1 - 2018/01/16 UR - http://www.journalofadvertisingresearch.com/content/early/2018/03/28/JAR-2018-001.abstract N2 - 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. ER -