Pride appeals and temporal framing compatibility effects In green advertising: Will the match lead to persuasive outcomes by consumers?

Positive emotional appeals, such as pride appeals, have not received much attention in research on green advertising.
Yun and Pounders

Management Slant

  • Advertisements for products and services as well as public service announcements (PSAs) should include pride appeals to effectively persuade consumers.
  • Advertisements and PSAs that feature products, services, or convey risk of a certain behavior in the near future (proximal temporal message frame) should feature authentic pride appeals to enhance persuasion.
  • Advertisements and PSAs that feature products, services, or convey risk of a certain behavior in the distant future (distal temporal message frame) should feature hubristic pride appeals to enhance persuasion.
  • As incidental or context-based emotions influence consumer reactions to advertising messages, advertisers should be...

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