Are Emotions More Persuasive Than Facts? a Qualitative Study in the Context of Pro-Environmental Communication

Dorothea Schaffner, Lucerne University of Applied Sciences and Arts, Switzerland
Sascha Demarmels, Lucerne University of Applied Sciences and Arts, Switzerland
This study uses a qualitative approach exploring consumers’ responses to emotional and normative pro-environmental communication in comparison with informational campaigns. Results indicate that informational strategies seem to be effective when they tap on procedural knowledge while the effectiveness of emotional strategies seems to depend on people’s attitudes towards the environment.
[ to cite ]:
Dorothea Schaffner and Sascha Demarmels (2014) ,"Are Emotions More Persuasive Than Facts? a Qualitative Study in the Context of Pro-Environmental Communication", in NA - Advances in Consumer Research Volume 42, eds. June Cotte and Stacy Wood, Duluth, MN : Association for Consumer Research, Pages: 809-809.