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.
|Title of host publication||Collaboration in research|
|Editors||L. Warlop, S. Muylle|
|Place of Publication||Leuven|
|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||44th EMAC Annual Conference 2015|
|Period||26/05/15 → 29/05/15|
|Other||26-05-2015 - 29-05-2015|
Bialkova, S., Hubner, A., & Fenko, A. (2015). Understanding opposition in green advertising: The opposite does not always attract. In L. Warlop, & S. Muylle (Eds.), Collaboration in research (pp. -). Leuven.