Track

SSR

Presentation Type

Oral

Oral Session

Communication of Sustainability Initiatives

Description

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.

Share

COinS
 
Nov 13th, 12:00 AM

Positive and Negative Advertising Images as Effective Sustainable Consumer Stimuli

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.

 

To view the content in your browser, please download Adobe Reader or, alternately,
you may Download the file to your hard drive.

NOTE: The latest versions of Adobe Reader do not support viewing PDF files within Firefox on Mac OS and if you are using a modern (Intel) Mac, there is no official plugin for viewing PDF files within the browser window.