Understanding opposition in green advertising: The opposite does not always attract

Svetlana Bialkova; Arlette Hubner; Anna Fenko

Understanding opposition in green advertising: The opposite does not always attract

Svetlana Bialkova, Arlette Hubner, Anna Fenko

Faculty of Behavioural, Management and Social Sciences

Research output: Chapter in Book/Report/Conference proceeding › Conference contribution › Academic › peer-review

Abstract

Opposition (contrasting images and/or verbal cues) is acknowledged as a powerful tool to increase ads recall. Yet, no evidence exists whether opposition may be efficiently used in green advertising. The current study addresses this issue. European consumers (N=120) were exposed to print ads. Type of the picture (coherent vs. oppositional), ecolabel presence (present vs. absent) were manipulated between participants. Oppositional ads had negative effect on consumers’ response (attitude towards the ad, attitude towards the product, purchase intention). The effects appeared irrespective of ecolabel presence. These outcomes suggest that opposition in green advertising should be used with caution.

Original language	English
Title of host publication	Collaboration in research
Editors	L. Warlop, S. Muylle
Place of Publication	Leuven
Pages	-
Publication status	Published - 26 May 2015
Event	44th EMAC Annual Conference 2015: Collaboration in research - Leuven, Leuven, Belgium Duration: 26 May 2015 → 29 May 2015 Conference number: 44

Conference

Conference	44th EMAC Annual Conference 2015
Abbreviated title	EMAC
Country	Belgium
City	Leuven
Period	26/05/15 → 29/05/15
Other	26-05-2015 - 29-05-2015

Keywords

IR-97099
METIS-311565

Fingerprint Dive into the research topics of 'Understanding opposition in green advertising: The opposite does not always attract'. Together they form a unique fingerprint.

Cite this

@inproceedings{e3d1d055600c4991b35807defd417344,

title = "Understanding opposition in green advertising: The opposite does not always attract",

abstract = "Opposition (contrasting images and/or verbal cues) is acknowledged as a powerful tool to increase ads recall. Yet, no evidence exists whether opposition may be efficiently used in green advertising. The current study addresses this issue. European consumers (N=120) were exposed to print ads. Type of the picture (coherent vs. oppositional), ecolabel presence (present vs. absent) were manipulated between participants. Oppositional ads had negative effect on consumers{\textquoteright} response (attitude towards the ad, attitude towards the product, purchase intention). The effects appeared irrespective of ecolabel presence. These outcomes suggest that opposition in green advertising should be used with caution.",

keywords = "IR-97099, METIS-311565",

author = "Svetlana Bialkova and Arlette Hubner and Anna Fenko",

year = "2015",

month = may,

day = "26",

language = "English",

pages = "--",

editor = "L. Warlop and S. Muylle",

booktitle = "Collaboration in research",

note = "44th EMAC Annual Conference 2015 : Collaboration in research, EMAC ; Conference date: 26-05-2015 Through 29-05-2015",

}

TY - GEN

T1 - Understanding opposition in green advertising: The opposite does not always attract

AU - Bialkova, Svetlana

AU - Hubner, Arlette

AU - Fenko, Anna

N1 - Conference code: 44

PY - 2015/5/26

Y1 - 2015/5/26

N2 - Opposition (contrasting images and/or verbal cues) is acknowledged as a powerful tool to increase ads recall. Yet, no evidence exists whether opposition may be efficiently used in green advertising. The current study addresses this issue. European consumers (N=120) were exposed to print ads. Type of the picture (coherent vs. oppositional), ecolabel presence (present vs. absent) were manipulated between participants. Oppositional ads had negative effect on consumers’ response (attitude towards the ad, attitude towards the product, purchase intention). The effects appeared irrespective of ecolabel presence. These outcomes suggest that opposition in green advertising should be used with caution.

AB - Opposition (contrasting images and/or verbal cues) is acknowledged as a powerful tool to increase ads recall. Yet, no evidence exists whether opposition may be efficiently used in green advertising. The current study addresses this issue. European consumers (N=120) were exposed to print ads. Type of the picture (coherent vs. oppositional), ecolabel presence (present vs. absent) were manipulated between participants. Oppositional ads had negative effect on consumers’ response (attitude towards the ad, attitude towards the product, purchase intention). The effects appeared irrespective of ecolabel presence. These outcomes suggest that opposition in green advertising should be used with caution.

KW - IR-97099

KW - METIS-311565

M3 - Conference contribution

SP - -

BT - Collaboration in research

A2 - Warlop, L.

A2 - Muylle, S.

CY - Leuven

T2 - 44th EMAC Annual Conference 2015

Y2 - 26 May 2015 through 29 May 2015

ER -