When descriptive norm cues fail as persuasion agents in green supermarket advertising

    Collection:
    Agricultural Communications Documentation Center (ACDC)
    Contributers:
    Raska, David (author), Nichols, Bridget S. (author), and Shaw, Doris (author)
    Format:
    Journal article
    Publication Date:
    2015
    URL:
    https://www.tandfonline.com/doi/full/10.1080/10496491.2015.1055047
    Published:
    USA
    Location:
    Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 148 Document Number: D11582
    Journal Title:
    Journal of Promotion Management
    Journal Title Details:
    21 : 721-738
    Subject Term:
    advertising, appeals (message), attitudes, buying behavior, consumers, environment, environmental communication, environmental quality, food, perceptions, persuasion, promotion, retail marketing, marketing communication, environmental concerns, retailers, green marketing, norms, intentions, normative information, and food advertising
    Notes:
    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)."

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