This dissertation shows that using green communication frames to advertise green products may have a downside. That is, after consumers purchased a green product, they were less likely to be green again. So purchasing a green product paradoxically decreases the likelihood of purchasing another green product.This effect can be explained by consumers using their green purchase as a justification for no longer having to be green – a so called licensing effect. Importantly, consumers with a green self-identity are unlikely to show such licensing effects. This is one of the conclusions drawn by communication scientist Marijn Meijers in her doctoral research into justifying eco-unfriendly behaviors. Meijers will defend her doctoral thesis at the University of Amsterdam (UvA) on Friday, November 21.
The program Persuasive Communication addresses those communication processes that are intended to achieve specific persuasive goals, as is the case in, for instance, marketing communication, health education, and public information campaigns. The research is aimed at understanding the dynamics that shape uses and effects of mediated persuasive communication. Read more >>
Tag cloudMarketing communication Intercultural communication Entertainment Education Branding Social media Interpersonal communication WOM Advertising Context effects Online advertising Sustainability Product placement Disclosures Food advertising In game advertising Environmental cues Publicity Tailoring Health communication Customer Media Cross-media CommunicAging Media multitasking eWOM Implicit measures Health literacy E-health