The impact of emotional appeals (guilt and pride) and product involvement in green advertising on consumer attitude and purchase intention
The study was designed to investigate the effects of emotional appeals (guilt vs. pride) in green advertising and the level of product involvement (high vs. low) on individuals’ attitudes toward ad, attitudes toward brands and purchase intentions. Specifically, it intended to determine the more effe...
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| Format: | Dissertation (University of Nottingham only) |
| Language: | English |
| Published: |
2020
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| Online Access: | https://eprints.nottingham.ac.uk/61939/ |