How to Shape Consumer Reaction to Corporate Environmental Communications

IF 2.1 4区 管理学 Q3 BUSINESS
G. Pino, G. Viglia, R. Nataraajan, A. Peluso, Marco Pichierri
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引用次数: 1

Abstract

Companies may inform consumers about their pro-environmental actions by using either positively or negatively framed messages that, respectively, highlight the possible benefits deriving from such actions versus the drawbacks deriving from inaction. It is still unclear, however, how these two communication tactics influence consumers’ intentions and behaviors. Three studies demonstrate that negatively framed messages have a positive effect on company trustworthiness, which, in turn, exerts a favorable influence on message receivers’ intentions and behaviors. Such an effect holds only when receivers are concerned about environmental problems and perceive the company as potentially harmful to the environment. The results highlight the importance of using an appropriate framing to foster trust in environmentally responsible companies.
如何塑造消费者对企业环境宣传的反应
公司可以通过使用积极或消极的信息来告知消费者他们的环保行动,这些信息分别强调了此类行动可能带来的好处和不作为带来的缺点。然而,目前尚不清楚这两种沟通策略是如何影响消费者的意图和行为的。三项研究表明,负面框架信息对公司可信度有积极影响,进而对信息接收者的意图和行为产生积极影响。只有当接收者关心环境问题并认为该公司可能对环境有害时,这种影响才会成立。研究结果强调了使用适当的框架来培养对环境负责的公司的信任的重要性。
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来源期刊
CiteScore
4.20
自引率
12.00%
发文量
25
期刊介绍: The ARF is the preeminent professional organization in the field of advertising, market and media research. Its combined membership represents more than 325 advertisers, advertising agencies, research firms, media companies, educational institutions and international organizations. Founded in 1936 by the Association of National Advertisers and the American Association of Advertising Agencies, the ARF leads key industry learning initiatives that increase the contribution of research to better marketing, more effective advertising and profitable organic growth. The principal mission of The ARF is to improve the practice of advertising, marketing and media research in pursuit of more effective marketing and advertising communications.
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