A Psychophysiological Approach for Measuring Response to Messaging: How Consumers Emotionally Process Green Advertising

How does the consumer emotionally process and react to messaging intended to prompt responsible behavior toward the environment? This study provided a psychophysiological method to analyze how certain combinations of elements in an advertisement generate different types of response.

A Psychophysiological Approach for Measuring Response to Messaging: How Consumers Emotionally Process Green Advertising

Myriam Martinez-Fiestas

ESAN

Maria Isabel Viedma del Jesus, Juan Sanchez-Fernandez and Francisco Montoro-Rios

University of Granada

MANAGEMENT SLANT

  • Differences in the way people process emotions depend on the combination of elements used in the design of “green” advertising messages.
  • Messages designed with positive valence (pleasurable outcome) and a “final-gain frame” (emphasis on benefit versus cost) are more effective than those designed with negative valence and “final-loss frame” when trying to encourage environmentally friendly actions on the part...

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