The Link Between Self-Construal, Environmental Concern and Response to Green Ad Claims – a Cross Cultural Comparison
The current research aims at comparing three dominant cultures associated with different types of self-construal: Indian, Chinese, and American culture. Two studies suggest that ad-claims congruent with consumers’ self-construal improve attitudes and purchase intention towards the advertised environmental products. Cultures appear to alter the way environmental advertising interacts with self-construal.
Pradnya Joshi (2015) ,"The Link Between Self-Construal, Environmental Concern and Response to Green Ad Claims – a Cross Cultural Comparison", in NA - Advances in Consumer Research Volume 43, eds. Kristin Diehl , Carolyn Yoon, and , Duluth, MN : Association for Consumer Research, Pages: 791-791.
Pradnya Joshi, Michigan State University, USA
NA - Advances in Consumer Research Volume 43 | 2015
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Timothy Dewhirst, University of Guelph, Canada
Wonkyong Beth Lee, Western University, Canada
Felt Ambivalence: Exploring the Storage Structure and Role of Situational Relevance on the Accessibility of Dominant and Conflicting Reactions
Amit Surendra Singh, Ohio State University, USA
H. Rao Unnava, University of California, Davis
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Tarje Gaustad, Kristiania University College
Bendik Samuelsen, BI Norwegian Business School
Luk Warlop, Norwegian School of Management, Norway
Gavan Fitzsimons, Duke University, USA