Consumers' biased perceptions of the environmental impact of products:influence on advertising efficiency

Bascoul, Ganaël; Schmitt, Julien and Rasolofoarison, Dina Consumers' biased perceptions of the environmental impact of products:influence on advertising efficiency. IN: 40th Academy of Marketing Science Annual Conference. 2011-05-24 - 2011-05-27. (Unpublished)

Abstract

This paper investigates the main perceptual biases developed by consumers regarding the environmental impact of products. It shows that these biases make consumers unable to distinguish between advertisements for highly versus less sustainable products, but that the inclusion of relevant information can increase the efficiency of arguments for true sustainability.

Divisions: Aston Business School > Marketing & strategy
Event Title: 40th Academy of Marketing Science Annual Conference
Event Type: Other
Event Dates: 2011-05-24 - 2011-05-27

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