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To help brands persuasively communicate their environmentally responsible initiatives, this study aims to involve two experiments, examining the impact of brand schema, information transparency and skepticism toward climate change for brands both familiar and unfamiliar to US consumers.

Two online experiments were designed recruiting a total of 510 participants. The design incorporates both message and treatment variance to increase internal and external validity of the study. Data collected were analyzed using PROCESS, a regression-based conditional path analysis technique.

The results indicated that for both familiar and unfamiliar brands, increased congruity of consumers' schemas to information presented in brands' pro-environmental messages led consumers to evaluate the messages as more persuasive, have more positive opinions about brands' environmentally responsible initiatives as well as behavioral intentions toward the brand. Also, presence of high information transparency on environmental responsibility-related messages influenced consumers' schemas positively, and in turn, their evaluations were more favorable. However, consumers’ climate change skepticism seemed to influence unfamiliar, not familiar brands.

The study provides both theoretical and managerial implications. The findings are important for established apparel brands that suffer from negative reputations, but are willing to revitalize their images, and for new ventures who want to establish their image as environmentally responsible.

In this paper, Yale model was adopted to understand how the characteristics of a green message (goal framing, argument volume and argument consistency), its source (source credibility) and its receivers (environmental consciousness) influence the communication process regarding the receivers' perceptions and attitudes (information value, persuasiveness and communication effectiveness) and their intention to spread the green message.

Eight scenarios of factorial design were developed to test the effects of a message on receivers' perceptions and attitudes. 1,157 valid questionnaires were used to conduct AMOS-SEM and ANOVA analyses.

The analytical results showed significant differences between the persuasive effects of Scenarios 1 and 8. A high level of environmental consciousness significantly affected the relationships between the message characteristics, source credibility and information value, leading to a higher intention to share the green messages.

The Yale model was applied to online persuasion to examine the receivers' perceptions of and attitudes toward a green message and their intention to share it on social networking sites (SNSs). Being environmentally conscious can strengthen the perception that the receivers of an online green message have of the source credibility and information value. The Yale model proved to represent the online green message-sharing context and explain how to persuade online users more effectively.

This study suggests that green message providers should present content emphasizing the losses associated with inaction, thus increasing the receivers' acceptance of the message's persuasiveness. Additionally, with the assistance of supportive measures, such as national education programs, government policies and actions showing corporate social responsibility, the environmental awareness of individuals can encourage them to share green message posts on SNSs and engage in green practices.

A significant effect of the message characteristics (goal framing × argument volume × argument consistency) was observed on SNS users' perceived source credibility and information value. Therefore, key opinion leaders, governments, and organizations who want to promote green ideas and attract public attention are encouraged to provide messages emphasizing the costs of inaction and contain arguments with a sufficient number of responses strongly supporting the original message. This could arouse the concern for green issues among online communities.

A Yale model research framework was developed to investigate the effect of message characteristics on the intention to share green messages online. Receivers' environmental consciousness played a vital role in this message-sharing process.

The purpose of this paper is to improve the understanding of how different forms of electronic word-of-mouth (eWOM) and simultaneous marketing communications (MC), two crucial components of relationship marketing, affect consumer persuasion when presented in a business-to-customer (B2C)-sponsored vs a customer-to-customer (C2C)-sponsored social network site (SNS). A concise typology of eWOM is also proposed.

An experiment involving different social network movie sites was conducted testing the effects of different eWOM along with a comparison to MC on consumers’ interest in, and likelihood to watch movie DVDs.

The empirical results showed that not all eWOM types have the same persuasiveness and community sponsorship as a source credibility cue is more influential from a C2C-sponsored SNS than from a B2C one, particularly for many-to-one eWOM communications.

Future research should include both positive and negative types of eWOM using different product categories to increase the generalizability of the results.

Not all eWOM types are created equal, and thus, SNS sponsorship can lead to source bias and affect the persuasiveness of eWOM embedded in SNSs. The results also imply that not all positive word-of-mouth has a more positive effect than MC.

The approach of measuring two forms of communications simultaneously adds to the much-needed integrative approach of studying the simultaneous delivery of MC and WOM and provides a more nuanced view of persuasion knowledge.

This study aims to investigate the effects associated with the strategic use of vague, as opposed to precise, advertised brand slogans on various consumer responses.

A content analysis study was conducted to explore the pattern of vagueness in advertising slogans from 1,441 consumer-oriented brands. Based on the resultant delineation/definition of vagueness, two experimental studies followed. Vignette advertising slogans were manipulated to achieve different level of vagueness. The initial 2 × 2 factorial between subjects design engaged vagueness level of brand slogans and consumers’ need for cognition as factors. Brand recall functioned as the dependent variable. The second experiment featured another 2 × 2 factorial design that used vagueness level and length of brand slogan as factors. Brand attitude, persuasiveness and purchase intention functioned as dependent variables.

Vagueness level of advertising/branding slogans did not significantly affect brand recall. Interactions between vagueness level and length of advertisement slogans exercised significant effects on evoked thought, brand attitude and persuasiveness but not on purchase intention. At net, this study generated original theoretical and managerial insights about how and why desirable branding outcomes can be generated by managing the vagueness and word count of brand slogans, and a platform from which future research on this topic could be based.

First, the sample was limited to the southwestern USA. Second, in the slogan vignettes that were used, other cues were deliberately eliminated. A brand slogan essentially devoid of other cues may have been perceived as less realistic by respondents, thus reducing the relevance of their responses. However, a similar tradeoff always exists between more realistic states and controlled conditions.

This study produces original theoretical and managerial insights about how and why several desirable branding outcomes are likely to result when vague, rather than precise, advertising slogans are deployed under certain manageable conditions. Each insight just referenced ensues from a study that itself was grounded in an extensive content analysis of contemporary print advertising slogans. This content analysis generated a substantial amount of practical and actionable insight about the treatment and use and management of slogans. This study demonstrates that the vagueness, precision and/or word count of slogans can be manipulated in ways that yield three communication outcomes that redound directly to the marketing interests of brand and advertising managers.

The findings provide unique insight into how vagueness level of advertising slogans can be managed and how such a level can affect consumers’ perceptions.

The purpose of this paper is to investigate how Turkish consumers’ attitudes toward grammatical styles of the same nutrition message affect persuasiveness; to determine the consumers’ ability to comply with the nutrition messages and to know possible health benefits of them; and to examine nutrient claims on food packages with information that will help consumers to make healthy diet choices.

A questionnaire, comprising eight different grammatical styles of a nutrition message for each kind of food or food products, is applied to randomly to 207 subjects. Another questionnaire is designed including nutritional messages. Subjects (n = 200) are asked about their frequency of compliance and how this behavior is beneficial to health. In total, 5,200 food products are scanned for nutrition labels on packages in four hypermarkets. All the nutrient claims found are recorded as well as the wording.

There are significant effects of grammatical style on persuasiveness, except for meat products. Subjects report that rhetorical question using “how about” in the third message provokes them most. High proportions of subjects have heard of the written nutrition recommendations before. However subjects’ frequencies of compliance with recommendations are low. The relation between compliance and knowledge scores for message 1, 2, 3 and 4 are significant (p < 0.01 and p < 0.05). Of 5,200 foods scanned, 266 foods are recorded for nutrient claims. Fat claims are the most frequent type of nutrient claims; 71 foods have numerical claims; 179 foods have adjectival claims and 16 have both claims.

There have not been any studies on frequency of application of nutrition labeling, consumer attitudes and knowledge of nutrition messages regarding Turkey.

The purpose of this paper is to examine the effect of a competition mind-set on persuasion. Specifically, this research examined the effect of a fit between a competition mind-set and messages on the persuasive effectiveness.

Participants were randomly assigned to a condition of 2 (competition: competition mind-set vs control) × 2 (message: concrete feasibility vs abstract desirability) between-subjects design.

This research demonstrated that participants in the competition mind-set (vs control) condition expressed the messages as more persuasive and evaluated the product more favorably when they were exposed to concrete feasibility messages. Furthermore, this effect was mediated by a local processing style.

The present research provides a useful marketing communication strategy. For the effectiveness of messages, concrete feasibility-related merits should be emphasized in competition contexts.

The primary question motivating this study is how message characteristics influence the persuasiveness of celebrity athlete endorsements as used in print advertising for a sports drink. In particular, this study examines the extent to which celebrity endorsement of a product influences the effectiveness of advertising under varying degrees of perceived fit between the celebrity and the product image. The findings indicate that the process of integrating endorsement strength with given endorsers and products can substantially enhance the effectiveness of celebrity advertising. It is found that the interactive effect of endorsement strength and celebrity-product match is more pronounced among consumers with high product involvement than among those with low involvement.

This study aims to examine the role of message appeals (concrete vs abstract) posted by greenfluencers in determining their behavioral intention toward the sponsored sustainable product. This study examined the underlying mechanism of message authenticity and product sustainability image in this relationship. This study also investigated the boundary condition of product type (utilitarian vs hedonic) in the effect of sustainability message appeal on purchase intention.

Four studies were carried out. One field experiment on Facebook and three scenario-based online experiments were conducted to test the proposed relationships.

This study found that a concrete message appeal results in a higher purchase intention of the promoted product than an abstract message appeal. This effect is a result of message authenticity and product sustainability image. Furthermore, product type moderates the impact of message appeal on behavioral intention via message authenticity and product sustainability image.

This study contributes to the literature on influencer marketing, sustainability communication and the persuasion process.

This study’s findings provide insights for greenfluencers and firms that leverage greenfluencers to promote their sustainable products on social media. Specifically, it lays out how the sustainability message should be framed to be persuasive.

This study findings offer novel insights for greenfluencers and firms in developing effective message strategies to promote sustainable products on social media.

Previous research has investigated how performance outcome impacts effort and subsequent goal pursuit. However, little is known about the incidental impact of goal (non)attainment on consumer preference via changes in regulatory focus. This paper aims to suggest that performance feedback has a direct impact on consumers’ regulatory focus, which in turn influences their attitudes and preferences toward future events. Additionally, the authors assess the extent to which emotions arising out of goal (non)attainment play a critical role in the process.

In a series of three experiments, this paper demonstrates that goal (non)attainment induces a specific regulatory focus, which in turn interacts with the frame of an upcoming advertisement to impact consumer preference.

This research demonstrates that previous goal (non)attainment interacts with the framing of an upcoming message (promotion vs prevention) and impacts consumer preference. The authors also find initial evidence for the role of emotions on the relationship between goal (non) attainment and preferences for regulatory-focused message frames.

The findings have important implications because they reveal consumers’ preferences after goal (non)attainment.

This study complements prior research by integrating two research streams (goal pursuit and regulatory focus) to address an open question of whether/how goal (non)attainment impacts message persuasiveness and consumer preference through changes in regulatory focus. Therefore, this research is intended to contribute to the literature by addressing the interacting effects of goal attainment and regulatory focus on consumer decisions and the role of emotions in this process.

The study discusses organic agricultural product persuasion using an empirical survey. This study argued that strong argument persuasive advertising message would trigger individuals' self-reference to the harm of pesticide residue in non-organic agricultural product, which would raise their purchase intention of organic agricultural product.

The present study conducted an empirical investigation in Taiwan by recruiting 527 Taiwanese participants using the convenience sampling procedure. The current research performed structural equation modeling analysis and used LISREL software to report the analytical results.

Individuals with health consciousness may perceive a high-level risk of non-organic agricultural product, which would raise individuals' fear perception to the harm of pesticide residue. Fear perception will increase individual's purchase intention of organic agricultural product. Results can help industry practitioners benefit from the results by enabling them to develop their advertising strategy for organic food.

Results can help industry practitioners benefit from the results by enabling them to develop their advertising strategy for organic food.