Are Emotions More Persuasive Than Facts? a Qualitative Study in the Context of Pro-Environmental Communication
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.
Citation:
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, Stacy Wood, and , Duluth, MN : Association for Consumer Research, Pages: 809-809.
Authors
Dorothea Schaffner, Lucerne University of Applied Sciences and Arts, Switzerland
Sascha Demarmels, Lucerne University of Applied Sciences and Arts, Switzerland
Volume
NA - Advances in Consumer Research Volume 42 | 2014
Share Proceeding
Featured papers
See MoreFeatured
Motion, Emotion, and Indulgence: How Movement Influences Consumption
Yegyu Han, Virginia Tech, USA
Rajesh Bagchi, Virginia Tech, USA
Syagnik Banerjee, University of Michigan at Flint
Featured
M9. Exploring Historical Nostalgia and its Relevance to Consumer Research
Matthew Farmer, University of Arizona, USA
Caleb Warren, University of Arizona, USA
Featured
The Role of Expectations About Changes in Wealth in Discounting Decisions
Abigail Sussman, University of Chicago, USA
Oleg Urminsky, University of Chicago, USA
Shweta Desiraju, University of Chicago, USA