Impact of Power on the Persuasion of Fear Appeals in Green Advertising

Power influences the persuasiveness of fear appeals in green advertising. Three studies show that high power leads to lower persuasiveness of fear appeals in green advertising. This is especially so when the consumer’s attention is focused more on the personal threat than on the environmental threat implied in the ad.



Citation:

Shankha Basu and Sharon Ng (2015) ,"Impact of Power on the Persuasion of Fear Appeals in Green Advertising", in AP - Asia-Pacific Advances in Consumer Research Volume 11, eds. Echo Wen Wan, Meng Zhang, and , Duluth, MN : Association for Consumer Research, Pages: 318-318.

Authors

Shankha Basu, Nanyang Technological University, Singapore
Sharon Ng, Nanyang Technological University, Singapore



Volume

AP - Asia-Pacific Advances in Consumer Research Volume 11 | 2015



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