PT  - JOURNAL ARTICLE
AU  - Matthew Pittman
AU  - Tyler Milfeld
AU  - Kibum Youn
TI  - Why a Single Pro-Environmental Appeal Works to Promote Behavioral Change
AID  - 10.2501/JAR-2024-001
DP  - 2024 Jan 10
TA  - Journal of Advertising Research
PG  - 2024-001
4099  - http://www.journalofadvertisingresearch.com/content/early/2024/01/05/JAR-2024-001.short
4100  - http://www.journalofadvertisingresearch.com/content/early/2024/01/05/JAR-2024-001.full
AB  - Some brands, not-for-profit organizations, and social media influencers post tips to encourage prosocial behaviors. This is particularly prevalent in the context of environmental sustainability. Through a series of three studies, including a field experiment using a real brand to investigate click-through rates and cost per click, this research finds that a single green tip (versus many tips) enhances brand attitudes among consumers with low environmental concern. By contrast, the number of tips is less consequential for consumers with high environmental concern. Perceived brand authenticity is the mediating mechanism behind the effect. These findings hold across different product categories and different manipulations for the number of tips.