THE EFFECTS OF TEMPORAL DISTANCE ON CONSUMER RESPONSES IN RELATION TO GREEN ADVERTISING: FOCUSING ON SKEPTICISM AS A MODERATOR

The purpose of this study is to reveal the relationship between temporal distance, skepticism toward green advertising, and consumer responses. For this, quasi-experiment was conducted. The results shows that a) there were no main effects of temporal distance on consumer responses to green advertisi...

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Bibliographic Details
Published inAmerican Academy of Advertising. Conference. Proceedings (Online) p. 78
Main Authors Lee, Jinhee, Lim, Jieun
Format Conference Proceeding
LanguageEnglish
Published Lubbock American Academy of Advertising 01.01.2015
Subjects
Advertising
Attitudes
Credibility
Impact analysis
Skepticism
Studies
Sustainable development
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Summary:The purpose of this study is to reveal the relationship between temporal distance, skepticism toward green advertising, and consumer responses. For this, quasi-experiment was conducted. The results shows that a) there were no main effects of temporal distance on consumer responses to green advertising; b) skepticism negatively affects green advertising credibility and green advertising attitudes; and c) the interaction effects between temporal distance and skepticism on advertising credibility and attitudes. Theoretical and practical implications are addressed.
ISSN:0883-2404