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



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