PT - JOURNAL ARTICLE AU - Ganz, Benjamin AU - Grimes, Anthony TI - How Claim Specificity Can Improve Claim Credibility in Green Advertising AID - 10.2501/JAR-2018-001 DP - 2018 Dec 01 TA - Journal of Advertising Research PG - 476--486 VI - 58 IP - 4 4099 - http://www.journalofadvertisingresearch.com/content/58/4/476.short 4100 - http://www.journalofadvertisingresearch.com/content/58/4/476.full SO - J Advert Res2018 Dec 01; 58 AB - This study establishes claim specificity as a conceptually distinct message characteristic and a robust antecedent of claim credibility. The relationship between the specificity and the credibility of green claims is examined by way of a 2 × 2 online experiment, with a broad sample of consumers. The results show that being specific increased the perceived credibility of green claims across a range of products, regardless of their perceived environmental relevance. Theoretical, practical, and research implications are discussed.