The type of advertising appeals on consumer responses : a study on green advertising

• Autor(a) principal: Andrade, Marta Ramos Lopes de
• Data de Publicação: 2020
• Tipo de documento: Dissertação
• Idioma: eng
• Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
• Texto Completo: http://hdl.handle.net/10400.14/31142
• topic: Sustainability; Green advertising; Advertising appeals; Emotions; Low involvement products; Domínio/Área Científica::Ciências Sociais::Economia e Gestão

The present dissertation aims to understand the impact of the type of advertising appeals (high vs low visually emotional) on consumer responses (Attention to the advertisement, Likelihood of Purchase and Willingness to Pay) to green advertising. Additionally, the mediating role of type of emotions was tested in the relationship between the type of advertising appeals and consumers’ responses. Based on a review of the academic literature, an experimental study was conducted, and results show that consumer responses, especially attention to the advertisement, are more impacted when a high visually emotional advertisement is presented. Additionally, negative rather than positive emotions show to mediate the relationship between visually emotional advertising appeals and consumers’ attention to the advertisement, as well as, the likelihood of purchase a sustainable product, such as bamboo toothbrush.