Positive and Negative Advertising Images as Effective Sustainable Consumer Stimuli
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The first national meeting of textile and clothing professors took place in Madison, Wisconsin in June 1959. With a mission to advance excellence in education, scholarship and innovation, and their global applications, the International Textile and Apparel Association (ITAA) is a professional and educational association of scholars, educators, and students in the textile, apparel, and merchandising disciplines in higher education.
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Abstract
Ha-Brookshire and Bhaduri (2014) found that the apparel business’ distrustful messages affect more consumer’s purchase intention that trustful messages. Dam and Jonge (2015) reported similar findings. Negative messages on labelling more directly influenced consumers’ attitudes toward products than positive messages. Authors concluded that this might be because consumers are willing to spend their money in order to avoid challenging ethical issues. As these two studies are limited to using messages in their studies, the purpose of this study is to examine whether positive (or negative) images were more effective at retaining consumers’ attentions.