Go Green! Should Environmental Messages be So Assertive?

By A. Kronrod, A. Grinstein, Luc Wathieu. 2012

416 citations recorded by the source corpus.

Subfields: Marketing, Sociology and Political Science

View Paper: https://www.semanticscholar.org/paper/409d5ed5863b29a79a5d791da481bdc3736c9c4a

How researchers see this paper

The researchers whose trusted networks rank it highest, strongest advocate first. Every researcher gets a different order.

In Marketing

1. P. Briñol
2. Richard E. Petty
3. Sukki Yoon
4. S. Czellár
5. Seeun Kim
6. Gergana Y. Nenkov
7. J. Teeny
8. Bo Wu

In Sociology and Political Science

1. P. Briñol
2. Richard E. Petty
3. J. Teeny
4. Sukki Yoon
5. Seeun Kim
6. Joseph J. Siev
7. Gergana Y. Nenkov
8. V. Melnyk

Citations in the corpus

• Knowing What It Makes: How Product Transformation Salience Increases Recycling (2019, methodology): “Instead, we follow Kronrod, Grinstein, and Wathieu (2012) and use the average percentage of clicks per appearance as our main dependent variable.”
• Can evoking nature in advertising mislead consumers? The power of ‘executional greenwashing' (2014, background): “…and Banzhaf 1998), environmental consciousness (Bickart and Ruth 2012; Finisterra do Paço and Reis 2012; Newell, Goldsmith, and Banzhaf 1998; Obermiller 1995; Schuhwerk and Lefkoff-Hagius 1995) or the perceived importance of the environmental issues at stake (Kronrod, Grinstein, and Wathieu 2012).”
• When environmental messages should be assertive: examining the moderating role of effort investment (2015, methodology): “Examples of assertively phrased ads and slogans include Nike’s ‘Just Do It,’ Sprite’s ‘Obey your thirst,’ and Wendy’s ‘Do what tastes right’ (Kronrod, Grinstein, and Wathieu 2012b).”
• Getting Consumers to Recycle NOW! When and Why Cuteness Appeals Influence Prosocial and Sustainable Behavior (2017, background): “Moreover, research has shown that assertive (vs. nonassertive) communication may decrease consumer compliance but can be more effective in persuasion when the concerned issues are perceived as important (Kronrod, Grinstein, and Wathieu 2012).”
• The impact of moral identity on consumers’ green consumption tendency: The role of perceived responsibility for environmental damage (2018, background): “, 2014), social motives (Griskevicius, Tybur, & Van den Bergh, 2010), and appeal type (Kronrod et al., 2012).”
• Consumer Well-Being: Effects of Subgoal Failures and Goal Importance (2014, background): “As another example, Kronrod, Grinstein, and Wathieu (2012) explore the best ways to endorse environmental subgoals (e.g., saving water, recycling containers) and find that those who consider environmental involvement as important (vs. not important) were more easily persuaded by assertive messages…”
• The Influence of Social Norms on Consumer Behavior: A Meta-Analysis (2021, background): “The threat level tends to reflect the way a social norm is communicated (Rosenberg and Siegel 2018), so more forceful messages prompt more reactance (Kronrod, Grinstein, and Wathieu 2012; Zemack-Rugar, Moore, and Fitzsimons 2017).”