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What Sells Better in Green Communications: Fear or Hope?

It Depends on Whether the Issue Is Global or Local

Yu-Kang Lee, Chun-Tuan Chang, Pei-Chi Chen
DOI: 10.2501/JAR-2017-048 Published 1 December 2017
Yu-Kang Lee
National Sun Yat-sen University, Kaohsiung, Taiwan,
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  • For correspondence: yklee@faculty.nsysu.edu.tw
Chun-Tuan Chang
National Sun Yat-sen University, Kaohsiung, Taiwan,
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  • For correspondence: ctchang@faculty.nsysu.edu.tw
Pei-Chi Chen
National Sun Yat-sen University, Kaohsiung, Taiwan,
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  • For correspondence: andrea1209@gmail.com
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ABSTRACT

This research compared the effectiveness of fear and hope appeals in green communications when the issue was framed as either global or local. Results showed that when the environmental issue was framed as global, a fear appeal enhanced viewers' attention, positive attitude toward the green issue, and behavioral intention more than a hope appeal did. The opposite was found when the environmental issue was framed as local. To enhance external validity, Study 2 incorporated actual donation amount and replicated the results found in Study 1. Perspective taking, the act of viewing a situation or understanding of a concept from an alternative point of view, served as an underlying mechanism.

  • Received (in revised form) April 26, 2016.
  • Accepted July 28, 2016.
  • Copyright© 2017 ARF. All rights reserved.
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Vol 57 Issue 4

Journal of Advertising Research: 57 (4)
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What Sells Better in Green Communications: Fear or Hope?
Yu-Kang Lee, Chun-Tuan Chang, Pei-Chi Chen
Journal of Advertising Research Dec 2017, 57 (4) 379-396; DOI: 10.2501/JAR-2017-048

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What Sells Better in Green Communications: Fear or Hope?
Yu-Kang Lee, Chun-Tuan Chang, Pei-Chi Chen
Journal of Advertising Research Dec 2017, 57 (4) 379-396; DOI: 10.2501/JAR-2017-048
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  • Article
    • ABSTRACT
    • MANAGEMENT SLANT
    • INTRODUCTION
    • CONCEPTUAL BACKGROUND AND HYPOTHESES
    • OVERVIEW OF STUDIES
    • STUDY 1
    • STUDY 2
    • GENERAL DISCUSSION
    • ABOUT THE AUTHORS
    • ACKNOWLEDGMENTS
    • APPENDIX 1 Experimental Materials of the Hope and Fear Appeals for Study 1
    • APPENDIX 2 Experimental Materials of the Hope and Fear Appeals for Study 2
    • Footnotes
    • REFERENCES
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More in this TOC Section

  • Improving the Effectiveness and Credibility Of Corporate Social Responsibility Messaging
  • Communicating Corporate Responsibility To Fit Consumer Perceptions
  • Corporate Social Responsibility And Marketing Performance
Show more What We Know About Corporate Social Responsibility Messaging

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