Managerial–Consumer Eco-Harmful Media Perceptions and Eco-Conscious Attitudes. / Rademaker, Claudia; Royne-Stafford, Marla; Andéhn, Mikael.

In: Journal of Advertising Research, Vol. 60, No. 3, 01.09.2020, p. 290-304.

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Abstract

This study underscores the importance of considering a medium's broader effects. Research demonstrates that a medium's perceived eco-harmful impact affects communication effectiveness because a medium itself can act as a constituent of the message. The current study, conducted in Sweden, explores managers' estimates of consumer eco-harmful perceptions of 10 paper- and electronic-based media. Managers tend to mis-estimate consumers' eco-harmful media perceptions; these estimates are driven by managers' eco-conscious attitudes. Further, advertising on more eco-harmful media is associated with irritating characteristics, while advertising on less eco-harmful media is associated with good and trustworthy characteristics. Managerial implications are given for communication effectiveness in contexts where environmental concerns are particularly relevant.

Original languageEnglish
Pages (from-to)290-304
Number of pages15
JournalJournal of Advertising Research
Volume60
Issue number3
Early online date26 Apr 2019
DOIs
Publication statusPublished - 1 Sep 2020
This open access research output is licenced under a Creative Commons Attribution-NonCommercial-NoDerivs 3.0 Unported License.

ID: 30995522