When environmental messages should be assertive: examining the moderating role of effort investment

By Tae Hyun Baek, Sukki Yoon, Seeun Kim. 2015

87 citations recorded by the source corpus.

The research reported in this article examined whether environmental advertisers who use assertive language can expect to have varying persuasive impacts depending on how much effort message recipients invest in completing environmentally friendly requests. The findings indicate that assertive messages cause individuals to show more favorable attitudes and behavioral intentions toward recycling when they invest significant effort in following the requests. In contrast, nonassertive messages are more effective for individuals who invest little effort. Furthermore, perceived issue importance mediates the interaction between message assertiveness and effort investment for predicting attitudes toward recycling, and in turn enhances intentions to recycle.

Subfields: Management, Monitoring, Policy and Law, Marketing

View Paper: https://www.semanticscholar.org/paper/4777347be03f6a498dfe7491cdcb8f01f3f5563c

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In Management, Monitoring, Policy and Law

In Marketing

Citations in the corpus

Does gamification affect brand engagement and equity? A study in online brand communities (2020, unknown): “…goals, leaderboards, progression metrics, etc. are composed of goal-structures (see goal setting theory, Landers, Bauer, & Callan, 2017), effort investment (see effort justification theory, Baek, Yoon, & Kim, 2015) and optimizing consumer behavior etc., requiring more information processes.”
Synthetic Lies: Understanding AI-Generated Misinformation and Evaluating Algorithmic and Human Solutions (2023, background): “The consequences of assertive language on persuasiveness, however, are unsure as prior research fnds the efects to be dependent upon the audience’s existing perspectives and eforts [47].”
Impact of fear appeals on pro-environmental behavior and crucial determinants (2016, background): “…claims (Xie and Kronrod 2012), positive/negative or gain/loss framing effects for environmental sustainability messages (Chang, Zhang, and Xie 2015; Newman et al. 2012), and the effects of assertive language (‘must’, ‘should’, and ‘ought’) in environmental messages (Baek, Yoon, and Kim 2015).”