Discussing the Moderating Effect of Construal Level on the Relationship Between Emotional Appeals and Sustainable Consumption

Moral emotions, such as pride and empathy, are found to relate to sustainable consumption. This research aims for the interaction between these two emotions and construal level based on the construal level theory. The findings can provide another direction of promotional strategies by simulteneously considering emotional appeals and construal level.



Citation:

Chi-Cheng Luan and Yun-Hui Wang (2020) ,"Discussing the Moderating Effect of Construal Level on the Relationship Between Emotional Appeals and Sustainable Consumption", 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: 1185-1185.

Authors

Chi-Cheng Luan, National Chiao Tung University
Yun-Hui Wang, National Chiao Tung University



Volume

NA - Advances in Consumer Research Volume 48 | 2020



Share Proceeding

Featured papers

See More

Featured

Attention to missing information: The effect of novel disclosure methods

Nikolos M Gurney, Carnegie Mellon University, USA
George Loewenstein, Carnegie Mellon University, USA

Read More

Featured

F1. Reach out in the Darkness: How Unfair Treatments Shape Social Connection Motivation

Yijie Wang, Hong Kong Polytechic University
Yuwei Jiang, Hong Kong Polytechic University
Mandy Mantian Hu, Chinese University of Hong Kong, China
Ninghua Zhong, Tongji University

Read More

Featured

The Influence of Conflicting and Complementary Benefit Goals on the Execution of Accuracy and Effort Process Goals

Felipe Marinelli Affonso, University of Florida, USA
Chris Janiszewski, University of Florida, USA

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.