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The purpose of this paper is to examine the influences of positive-framed and negative-framed green advertising on pro-environmental WTP. This study also explores the impacts of regulatory focus, environmental concern and pleasant level on green advertising effectiveness.

Data are collected from a within-participant between-group online experiment in China. The generalized estimating equation (GEE) is employed to investigate the impact of green advertising on WTP. Grouped regression and mediation analyses are conducted to explore the influences of regulatory focus, environmental concern and pleasure on advertising efficacy.

The experimental outcomes indicate that green advertising significantly increases participants’ pro-environmental WTP, and negative-framed advertising is more effective than its positive-framed counterpart. Prevention focus heightens receptivity to green advertising, and the relation of environmental concern to advertising effectiveness is inverted U-shaped. Pleasure mediates the effect of green advertising on the WTP, and this mediating role is influenced by emotional intensity when advertising is negatively framed.

Evidence suggests that green advertising may propel pro-environmental WTP by raising environmental awareness, but such a relationship remains severely understudied. As such, this study pioneers in exploring the impact of different-framed green advertising on pro-environmental WTP, extending the concept of green advertising to environmental management. By considering the influences of regulatory focus, environmental concern and pleasure, this study raises practical implications for designing green advertisements, such as increasing the usage of visual elements.

In practical engineering, oil filters often work under asymmetric cyclic loading. In order to improve the prediction accuracy of fatigue life of the oil filters under asymmetric cyclic loading, the effect of strain ratio and low cycle fatigue plastic deformation on fatigue life need to be considered. This paper aims to discuss the aforementioned objective.

First, strain-controlled fatigue tests with strain ratios of 0, 0.5 and −1 were carried out on the oil filter material 2A70-T6 aluminum alloy, and the test data were used to obtain strain fatigue life curves at three strain ratios. Then, based on the idea of the constant life curve method, the average value of the ratio of the strain amplitude corresponding to different strain ratios under the same partial life was defined as the strain ratio factor. Finally, the elastic-plastic factor was modified by the strain ratio factor, and a new fatigue life prediction model considering the effect of strain ratio was proposed.

The proposed model was validated, respectively, by fatigue test data of 2A70-T6 aluminum alloy, 2124-T851 aluminum alloy and oil filter and the results of the proposed model were compared with the Coffin–Manson equation, Morrow model and Smith–Watson–Topper (SWT) model, showing that the proposed model had higher applicability and accuracy.

In this work, a strain ratio factor is established based on the idea of the constant life curve method, and the strain ratio factor is used to modify the introduced elastic-plastic factor, and then a new fatigue life prediction model considering the influence of strain ratio and low cycle fatigue plastic deformation on material fatigue damage accumulation is proposed. The results show that the prediction results of the proposed model are in good agreement with the experimental data, and the proposed model has good fatigue life prediction ability considering the influence of strain ratio and lays a foundation for the fatigue life prediction of the oil filter.