VIVE LA (PETITE) DIFFERENCE! NUMERICAL PRECISION AND PERCEPTIONS OF A COMPANY'S COMPETENCE IN GREEN ADVERTISING

An important characteristic of green advertising is its extensive reliance on scientific research findings or projections (Carlson, Grove, and Kangun 1993). Emerging from quantitative measurement of the impact of human activities on the environment, green advertising claims are oftentimes substantia...

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Bibliographic Details
Published inAmerican Academy of Advertising. Conference. Proceedings (Online) p. 89
Main Authors Kronrod, Ann, Xie, Guang-Xin
Format Conference Proceeding
LanguageEnglish
Published Lubbock American Academy of Advertising 01.01.2013
Subjects
Advertising
Green marketing
Perceptions
Precision
Studies
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Summary:An important characteristic of green advertising is its extensive reliance on scientific research findings or projections (Carlson, Grove, and Kangun 1993). Emerging from quantitative measurement of the impact of human activities on the environment, green advertising claims are oftentimes substantiated with numerical information, because of the quantifiable environmental benefits and the association with scientific evidence (Nakajima 2001). Despite the ubiquitous presence of numbers in green advertising, no prior work has examined the effect of numerical information regarding environmental claims, especially with regard to the level of precision. The present research addresses this void exploring the mechanisms whereby numerical precision influences consumer perceptions of the advertised companies. Research indicates that topic knowledge can elevate distrust towards advertising claims. The researchers therefore predict that the moderation of ad skepticism can be mitigated by topic knowledge. Namely, when the topic is less familiar to consumers, highly skeptical people would be as susceptible to numerical precision as low skeptics.
ISSN:0883-2404