Using fear appeal in green在绿色中使用恐惧. PC advertising stust.tw.pptVIP

Using Fear Appeal in Green-PC Advertising Fenghueih Huarng Jan-hui Liao Bao-lin Lin Department of Business Administration, Southern Taiwan University of Technology Motivation Fear appeal are mostly used in public health Fear appeal + action frame (Rothman and Salovey 1997; Rothman et al 1999) It seems unethical：fear appeal followed by product frame = scare audience before promoting a commercial product framing product followed by scary information = to investigate presentation order effect Literature and Hypotheses Involvement=H1 Message framing involvement=H2 Presentation order involvement=H3 Self vs. environment references=H4 Involvement Robertson et al (1984)showed AD and information content attract more in high involvement. High involvement actively collect more product and brand information. High involvement reject contradicted information, low involvement passively accept contradicted information. H1：High involving consumers has better AD attitude and PI than low involving consumers. Message framing and involvement loss frame good for detection of health problem gain frame good for prevention behaviors (Rothman Salovey 1997; Rothman et al 1999) Based on persuasion literature(Chaiken 1980；Petty Cacioppo 1983), Maheswaran Meyers-Levy(1990): LI=simple inference=positive frame HI=detailed processing=negative frame H2：Under high involvement, negative frame is more persuasive； under low involvement, positive frame is more persuasive. Presentation Order and involvement Two contradictory messages ．Haugtvedt and Wegener(1994)－attitude strength ELM High relevant = high elaboration= primacy effect Low relevant = low elaboration= recency effect Different presentation order for same message ．Unnava et al (1994)－under memory-based judgments order is unimportant with print message =no or low processing info has no presentation order effect ．Buda and Zhang(2000)－low personal relevant product primacy effect for non-expert recency effect for ex