RT Journal Article
SR Electronic
T1 Pride Appeals and Temporal Framing Compatibility Effects in Green Advertising
JF Journal of Advertising Research
JO J Advert Res
FD WARC
SP 103
OP 116
DO 10.2501/JAR-2024-004
VO 64
IS 1
A1 Chung In (Hazel) Yun
A1 Kathrynn Pounders
YR 2024
UL http://www.journalofadvertisingresearch.com/content/64/1/103.abstract
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.