“Go Green” For Now Or Future? the Effect of Message Framing, Construal Level, and Environmental Concern

Building on message framing and construal level theory, this research finds, from two studies, that the congruency between message framing (i.e. gain/loss) and construal level (i.e. now/future) increases message effectiveness in green advertising. Furthermore, salience of the congruency effect varies in line with the level of consumer environmental concern.



Citation:

Hua Chang, Lingling Zhang, and Guang-Xin Xie (2014) ,"“Go Green” For Now Or Future? the Effect of Message Framing, Construal Level, and Environmental Concern", in NA - Advances in Consumer Research Volume 42, eds. June Cotte, Stacy Wood, and , Duluth, MN : Association for Consumer Research, Pages: 776-776.

Authors

Hua Chang, Philadelphia University, USA
Lingling Zhang, Towson University, USA
Guang-Xin Xie, University of Massachusetts Boston, USA



Volume

NA - Advances in Consumer Research Volume 42 | 2014



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