TY - JOUR T1 - Managerial–Consumer Eco-Harmful Media Perceptions and Eco-Conscious Attitudes JF - Journal of Advertising Research JO - J Advert Res SP - 290 LP - 304 DO - 10.2501/JAR-2019-014 VL - 60 IS - 3 AU - Claudia A. Rademaker AU - Marla Royne Stafford AU - Mikael Andéhn Y1 - 2020/09/01 UR - http://www.journalofadvertisingresearch.com/content/60/3/290.abstract N2 - 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. ER -