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...