A Study on Green Advertising Effectiveness in the Perspective of Image Proximity.

Guanghua Sheng,Qing Xia,Yuqi Li,Beibei Yue

doi:10.3389/fpsyg.2021.568189

Guanghua Sheng, Qing Xia + Show 2 more

Open Access

https://doi.org/10.3389/fpsyg.2021.568189

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Abstract

Based on the construal level theory (CLT), this study discusses the effects of congruence between image proximity and product type on advertising attitude and product attitude from the perspective of spatial distance and investigates the mediating role of mental imagery. Data are collected using two laboratory experiments and one online experiment. A two-way ANOVA is used to test the interaction between image proximity and product type, and a bootstrap analysis is used to test the mediating role of mental imagery. The result shows that: (1) For search products, compared with full-length shots, the close-up shots of environmental information can enable consumers to generate more positive advertising attitude and product attitude. For experience products, the full-length shots of environmental information can enable consumers to generate more positive advertising attitude and product attitude than the close-up shots. (2) The congruence effect of image proximity and product type has an impact on advertising attitude and product attitude through mental imagery. This research uses different kinds of image proximity to express environmental information about green products and tries to interpret the effectiveness of green advertisements from a new perspective.

Highlights

As corporate social responsibility increases on sustainable development, the green advertising strategy has become an important tool to enhance the green corporate image in green marketing (Dangelico and Vocalelli, 2017)
Main Effect Analysis A two-way analysis of variance (ANOVA) included image proximity and product type as independent variables and advertising attitude and product attitude as a dependent variable, respectively
Participants and Procedure A total of 240 MBA students recruited from business schools of a university in China were randomly assigned to a 2 × 2 between-subjects design

Summary

Introduction

As corporate social responsibility increases on sustainable development, the green advertising strategy has become an important tool to enhance the green corporate image in green marketing (Dangelico and Vocalelli, 2017). In the field of print advertisement, picture and text are well-known to be two essential tools for advertising to deliver product information effectively, and previous studies further indicate that the picture can be more impressive instead of the text (MacInnis and Price, 1987; Scott, 1994; Pieters and Wedel, 2004; Kergoat et al, 2017). Previous studies suggest that visual imagery is crucial to achieving effective advertising goal (Pieters and Wedel, 2004; Kergoat et al, 2017), limited studies have paid attention to visual imagery in green advertising

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