ウスリー ブライアン ゴードン   USREY Bryan Gordon    所属   立命館アジア太平洋大学  国際経営学部    職種   准教授
言語種別	英語
発行・発表の年月	2020/02/06
形態種別	学術論文
査読	査読あり
標題	How Downplaying Product Greenness Affects Performance Evaluations: Examining the Effects of Implicit and Explicit Green Signals in Advertising
執筆形態	筆頭著者
掲載誌名	Journal of Advertising
掲載区分	国外
巻・号・頁	49(2),pp.125-140
著者・共著者	Usrey, B., Palihawadana, D., Saradakis, C., and Theotokis, A.
概要	This paper examines how emphasizing or downplaying the environmental friendliness of a product in advertising affects consumers' evaluations of its performance. It distinguishes between implicit green signals, where environmental benefits are communicated subtly, and explicit green signals, where they are directly stated. The topic concerns the possible tension between environmental positioning and perceptions of product effectiveness.
researchmap用URL	https://www.tandfonline.com/doi/abs/10.1080/00913367.2020.1712274?journalCode=ujoa20