Go green! Should environmental messages be so assertive?

Journal of Marketing

Volumn 76, Issue 1, 2012, Pages 95-102

  Kronrod, Ann ^a   Grinstein, Amir ^b   Wathieu, Luc ^c  

^a MASSACHUSETTS INSTITUTE OF TECHNOLOGY   (United States)

^b BEN GURION UNIVERSITY OF THE NEGEV   (Israel)

^c GEORGETOWN UNIVERSITY   (United States)

Author keywords

Assertive language; Demarketing; Environmental marketing; Issue importance; Persuasion; Social marketing

Indexed keywords

EID: 84859591677     PISSN: 00222429     EISSN: None     Source Type: Journal    
DOI: 10.1509/jm.10.0416     Document Type: Article

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