Proudly Going Green: Emotional Appeals Influence Outcomes For Environmental Marketing Challenges

We examined the effect of goal progress and emotional appeal messages. Findings support that emotional appeal messages increase the feeling of helping the environment and intentions to complete the marketing challenge. Subsequent experiments investigate the effect of progress in social goals on the attitudes toward pro-social behavior.



Citation:

Yaeeun Kim and Crystal Reeck (2016) ,"Proudly Going Green: Emotional Appeals Influence Outcomes For Environmental Marketing Challenges", in NA - Advances in Consumer Research Volume 44, eds. Page Moreau, Stefano Puntoni, and , Duluth, MN : Association for Consumer Research, Pages: 742-742.

Authors

Yaeeun Kim, Temple University, USA
Crystal Reeck, Temple University, USA



Volume

NA - Advances in Consumer Research Volume 44 | 2016



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