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
Jump to
- 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
- Figures & Data
- Info