How guilt level affects green advertising effectiveness?

Journal of Creative Communications

Volumn 3, Issue 3, 2008, Pages 231-254

  Jiménez, Marissa ^a   Yang, Kenneth C C ^b  

^a LA Care Health Plan   (United States)

^b UNIVERSITY OF TEXAS AT EL PASO   (United States)

Author keywords

Advertising effectiveness; Experiment; Green advertising; Guilt appeal; Guilt aroused feelings

Indexed keywords

EID: 77952233857     PISSN: 09732586     EISSN: 09732594     Source Type: Journal    
DOI: 10.1177/097325861000300301     Document Type: Article

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