PT  - JOURNAL ARTICLE
AU  - Chung In (Hazel) Yun
AU  - Kathrynn Pounders
TI  - Pride Appeals and Temporal Framing Compatibility Effects in Green Advertising
AID  - 10.2501/JAR-2024-004
DP  - 2024 Mar 01
TA  - Journal of Advertising Research
PG  - 103--116
VI  - 64
IP  - 1
4099  - http://www.journalofadvertisingresearch.com/content/64/1/103.short
4100  - http://www.journalofadvertisingresearch.com/content/64/1/103.full
SO  - J Advert Res2024 Mar 01; 64
AB  - Positive emotional appeals, such as pride appeals, have not received much attention in research on green advertising. In the current research, results from two experiments reveal compatibility effects between an authentic, versus hubristic, pride appeal and proximal, versus distal, temporal message frame. Study 1 demonstrates these effects in the context of an advertisement for a green product, while Study 2 demonstrates these effects in the context of a public service announcement (PSA) promoting green behaviors. Additionally, processing fluency mediated the interaction between pride appeal type and temporal message frame.