Is There Room For Social Stimuli in Green Ads?: an Investigation of the Use of Human Face in Green Advertisements

This paper explores the effectiveness of human face (a social cue) used along with green message (an informational cue) in green advertisements. We find that while green ads are generally preferred over non-green ads, it is less preferred when a face (vs. no face) is present.



Citation:

Brishna Nader, Meng-Hsien (Jenny) Lin, and Iris van Hest (2020) ,"Is There Room For Social Stimuli in Green Ads?: an Investigation of the Use of Human Face in Green Advertisements", in NA - Advances in Consumer Research Volume 48, eds. Jennifer Argo, Tina M. Lowrey, and Hope Jensen Schau, Duluth, MN : Association for Consumer Research, Pages: 1196-1196.

Authors

Brishna Nader, Fontys University of Applied Science
Meng-Hsien (Jenny) Lin, California State University Monterey Bay, USA
Iris van Hest, Fontys University of Applied Science



Volume

NA - Advances in Consumer Research Volume 48 | 2020



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