Sidharth Muralidharan

A Green Picture is Worth A Thousand Words?: Effects of Visual and Textual Environmental Appeals in Advertising and the Moderating Role of Product Involvement

This study examined the main effects and interaction effects of textual environmental claims and green visuals on attitude-toward-the-ad (Aad), attitude-toward-the-brand (Ab), purchase intention (PI), and green brand associations. In general, the use of textual environmental claims and green visuals lead to more positive advertising responses and more favorable perception of the brands environmental effort. Textual environmental claims had stronger impact, but if no textual information was available, the use of green visuals could also generate positive perception of the brands environmental effort. In addition, when textual claims or green visuals are present, participants perceived high involvement products as more environmentally friendly than low involvement products.

“Tax” and “Fee” Message Frames as Inhibitors of Plastic Bag Usage Among Shoppers A Social Marketing Application of the Theory of Planned Behavior

In response to the plastic bag pandemic, many studies have indicated that penalties can lower consumption of plastic bags but are only effective in the short term. For long-term impact, shoppers’ intrinsic motivations need to be explored. Using framing and the theory of planned behavior, the current study looked at how advertising messages framed as “avoiding a fee” (gain) and “paying a tax” (loss) can impact shoppers’ behavior to bring reusable bags. Findings from a hierarchical and multiple regression analysis showed differences in how both frames were interpreted. For the fee frame, attitude toward compliance and perceived control were important to intentions, while attitudes toward bringing reusable bags, control, and subjective norms impacted intentions for the tax frame. Behavioral intention was the main predictor of behavior for both frames. The findings suggest that a penalty framed as a tax maybe more effective in motivating shoppers to bring reusable bags. Theoretical and practical implications are discussed.

Understanding Social Media Peer Communication and Organization–Public Relationships: Evidence From China and the United States

This study proposed and tested a social media peer communication model that links tie strength, social media dependency, and public–organization social media engagement to the peer communication process as well as organization–public relationship (OPR) outcomes. Through an online survey of 328 American and 304 Chinese social media users, results showed that tie strength and public–organization social engagement are positive predictors of peer communication about companies on social media, which further leads to quality OPRs.

Following the breadcrumbs: An analysis of online product review characteristics by online shoppers

Consumer-generated product reviews are a driving force behind online purchases; at the same time, unfavorable reviews can discourage interested online shoppers and eventually hurt the brand. The objective of this exploratory study was to analyze a diverse range of characteristics and the valence of online product reviews that would aid in responding to customer dissatisfaction. Product reviews (N = 1982) from Amazon.com were collected and content analyzed. Some of the key findings include the following: (a) price was the most commonly discussed product feature; (b) online shoppers found two-sided reviews to be most informative, contradicting the commonly held assumption that negative reviews were more informative and diagnostic in nature; and (c) ‘no action’ was the most common end action across two-sided and negative reviews, indicating that varying levels of dissatisfaction might not always lead to a negative end action. Implications for marketers are discussed.

What triggers young Millennials to purchase eco-friendly products?: the interrelationships among knowledge, perceived consumer effectiveness, and environmental concern

Abstract As the attention to environmental sustainability heightens, marketers increasingly claim that their products help preserve the environment. Without proper understanding of how emerging target markets, such as young Millennials, are triggered to purchase green claims, their efforts may be futile. Accordingly, the current study examined the interrelationships among major environmental antecedents, such as environmental knowledge (EK), perceived consumer effectiveness (PCE), and environmental concern (EC) on environmentally conscious consumer behaviour (ECCB). The results of an online survey with younger Millennials revealed that EK and EC were significant predictors of ECCB, with EC being the stronger predictor. Unlike past literature, PCE was not directly related to ECCB. The study also found a strong mediating role of EC between EK and ECCB, as well as PCE and ECCB. Implications for green marketers are discussed, along with theoretical discussion.

Influence of TV endorser types on advertising attitudes and purchase intention among Indian rural women: an exploratory study

India has a growing rural consumer base that has been largely ignored by advertisers. Today, Indian rural consumers, especially women, are increasingly literate, brand savvy, and possess rising disposable incomes. Considering the nations love for films and the availability of television broadcasting, celebrity endorsement has become one of the most popular strategies used by advertisers in India. However, its impact on rural consumers has yet to be tested. Using self-categorization as the theoretical framework, the current study examined the influence of endorser types (national celebrity, regional celebrity, and noncelebrity) on advertising attitudes and purchase intention of Indian rural women. In addition, the authors also analyzed the impact of the three dimensions of source credibility. A sample of rural women (N = 167) from the Kudumbashree mission, one of the largest woman empowerment projects in the country, was recruited for the experiment. Findings showed that noncelebrity endorsers were most effective and that trustworthiness was valued more than expertise and attractiveness. Implications for advertisers are discussed.

“Tax” and “Fee” Frames in Green Advertisements: The Influence of Self-Transcendence in Reusable Bag Usage

ABSTRACT Increasing the use of reusable shopping bags is one of many actions that consumers can take to reduce waste and conserve energy. However, this goal is somewhat daunting because it requires a significant behavior change on the part of consumers. Taking their self-transcendence into consideration, the current study used an experimental method to examine which type of message frame best influenced shoppers to use reusable bags: a fee (gain) or a tax (loss). Findings show that high self-transcendent participants were more environmentally conscious and that, overall, a penalty framed as a tax was more effective. Implications are discussed.

Are we a product of our environment? Assessing culturally congruent Green advertising appeals, novelty, and environmental concern in India and the U.S.A.

ABSTRACT In response to rising consumption effects on the environment, green advertisers have employed different tactics to advertise their unique products. Limited research has explored the impact of culturally congruent appeals in green advertising. A total of 118 (N) adults participated online to assess the influence of these appeals in a cross-cultural context. Findings indicate that collectivistic appeals worked best among Indian consumers while individualistic appeals were more effective for Americans. Ad novelty and environmental concern were important covariates. Implications for advertisers are discussed.

Direct and Mediating Effects of Information Efficacy on Voting Behavior: Political Socialization of Young Adults in the 2012 U.S. Presidential Election

The objective of this study was to explore how young voters form attitudes through the socialization process (i.e., political information efficacy) and the factors that potentially shaped voting behavior in the 2012 U.S. presidential election. Using political socialization as the theoretical framework, 363 respondents were surveyed the day after the election. Findings indicate that biological sex, election news, and peer communication had a direct impact on information efficacy for young voters. Information efficacy had a significant direct impact on voting behavior and a mediating effect via socialization agents. Implications for campaign planners are discussed.

Can Divine Intervention Aid in Domestic Violence Prevention? An Analysis of Bystanders' Advertising Attitudes and Reporting Intentions in India

ABSTRACT The research explores how religious symbols can be used in advertising to encourage bystander intervention in the context of domestic violence. Using symbolic interactionism as the theoretical framework, a 4 (Ad type: Control vs. Visual vs. Verbal vs. Visual/Verbal) × 2 (Religiosity: Low vs. High) between-subjects experimental design was conducted to assess impact on attitudes toward the ad and intention to help. A national sample (N = 402) of Hindu adults from India was recruited. The findings suggest level of religiosity is critical to the process with highly religious individuals displaying higher levels of involvement, concern for others and willingness to report abuse. No significant differences were found across visual and verbal religious symbol conditions. Implications for advertisers and government agencies are presented.