The effectiveness of fear appeals in ‘green’ advertising: An analysis of creative, consumer, and source variables*
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DOI: 10.1080/13527266.2017.1290671
Abstract: Abstract This study focused on the effectiveness of fear appeal messages used to arouse a threat in green advertising. An experiment recruited 175 participants to test the influence of the advertising appeal (fear vs. non-fear… read more here.
Keywords: fear appeal; green advertising; source; advertising ... See more keywords