Try to Persuade Sentimentally or Rationally The choice of advertising appeals of Green products

摘要：

An increasing number of enterprises begin to implement the green sale strategy initiatively or passively and advertise green products, however, how to choose appropriate advertising appeals according to different types of products confuses enterprises and is rarely involved in the existing literature. This paper simulated series of experiments and analyzed the different match of two types of green products (self-benefit and altruism) and three types of advertising appeals (positive emotional advertise, fear advertise and rational advertise) could lead to different advertising effects. This study establishes theoretical basis for the green product marketing and choice of advertising appeals.

作者: Li Jianxin Song Mingjing

作者单位: School of Management & Economy, Changsha University of science & technology Changsha, China

会议类型: 国际会议

会议名称: International Conference on Management and Service Science(2011年第五届管理与服务科学国际会议 MASS 2011)

会议地点: 武汉

会议语种:英文

页码: 1-5

在线出版日期: 2011-08-12（万方平台首次上网日期，不代表论文的发表时间）