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Effects of functional green advertising on self and others
Mo, Ziying; Liu, Matthew Tingchi; Liu, Yongdan
ABS Journal Level3

This study examines the effects of a functional green advertising promoting the environmental advantages of a product. It presents the results of three experiments designed to (a) explore consumers' perceptions of a functional green ad's effects on themselves and others, (b) determine how those perceptions are influenced by consumer environmental concern, and (c) examine how individualism-collectivism relates to self-other effect perceptions. Findings indicate that (a) consumers believe that functional green advertising exerts a stronger influence on others' purchase decisions than on their own purchase decisions; (b) the self-other difference is more salient among consumers with high environmental concern; (c) in the individualistic culture, the perceived effectiveness on self, not on others, predicts consumers' support for the regulation of functional green ads, while this effect is reversed when consumers are in collectivistic cultures. The study's findings extend several lines of research, including the literature on green advertising and the third-person effect.

KeywordConsumer Environmental Concern Green Advertising Individualism-collectivism Third-person Effect
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Indexed BySSCI
WOS Research AreaBusiness & Economics ; Psychology
WOS SubjectBusiness ; Psychology, Applied
WOS IDWOS:000430129800004
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Cited Times [WOS]:24   [WOS Record]     [Related Records in WOS]
Document TypeJournal article
Faculty of Business Administration
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GB/T 7714
Mo, Ziying,Liu, Matthew Tingchi,Liu, Yongdan. Effects of functional green advertising on self and others[J]. PSYCHOLOGY & MARKETING,2018,35(5):368-382.
APA Mo, Ziying,Liu, Matthew Tingchi,&Liu, Yongdan.(2018).Effects of functional green advertising on self and others.PSYCHOLOGY & MARKETING,35(5),368-382.
MLA Mo, Ziying,et al."Effects of functional green advertising on self and others".PSYCHOLOGY & MARKETING 35.5(2018):368-382.
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