PT  - JOURNAL ARTICLE
AU  - Claudia A. Rademaker
AU  - Marla B. Royne
AU  - Mikael Andéhn
TI  - Managerial–Consumer Eco-Harmful Media Perceptions and Eco-Conscious Attitudes
AID  - 10.2501/JAR-2019-014
DP  - 2019 Apr 26
TA  - Journal of Advertising Research
PG  - JAR-2019-014
4099  - http://www.journalofadvertisingresearch.com/content/early/2019/04/24/JAR-2019-014.short
4100  - http://www.journalofadvertisingresearch.com/content/early/2019/04/24/JAR-2019-014.full
AB  - This study underscores the importance of considering a medium's broader effects. Research demonstrates that a medium's perceived eco-harmful impact affects communication effectiveness because a medium itself can act as a constituent of the message. The current study, conducted in Sweden, explores managers' estimates of consumer eco-harmful perceptions of 10 paper- and electronic-based media. Managers tend to mis-estimate consumers' eco-harmful media perceptions; these estimates are driven by managers' eco-conscious attitudes. Further, advertising on more eco-harmful media is associated with irritating characteristics, while advertising on less eco-harmful media is associated with good and trustworthy characteristics. Managerial implications are given for communication effectiveness in contexts where environmental concerns are particularly relevant.