Taylor, Melissa R. (author), Lamm, Alexa J. (author), and Lundy, Lisa K. (author)
Format:
Conference paper
Publication Date:
2017-02
Published:
USA
Location:
Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 163 Document Number: D08156
Notes:
Research paper presented in the Agricultural Communications Section, Southern Association of Agricultural Scientists (SAAS) conference in Mobile, Alabama, February 4-7, 2017. 22 pages.
19 pages., Online via UI e-subscription, Researchers examined the effectiveness of descriptive norm cues in the context of green advertising for large grocery chains through the lens of the persuasion knowledge model. "Results suggested that green advertising might be more productive if retailers frame their messages without descriptive norm cues and reliance on whether they are seen as 'green' (Whole Foods) or 'non green' (Wal-Mart)."
