fdb – Forschungsdatenbank der Europa-Universität Viadrina Frankfurt (Oder)

Forschungsergebnis (Zeitschriftenartikel)

Patrick Hartmann, Vanessa Apaolazza, Martin Eisend: Nature Imagery in Non-Green Advertising: The Effects of Emotion, Autobiographical Memory, and Consumer’s Green Traits

Abstract

Images of pristine nature constitute frequent elements of visual advertising design. Research on the effectiveness of such imagery has been scarce, however. Which psychological processes are involved? Do all individuals react equally to nature advertising imagery? Based on environmental psychology theory, the present research analyzes the effectiveness of the use of nature imagery in non-green advertising and the underlying processes involved.We conduct three experimental studies, two with student samples and one with a representative population sample, to test the effects of visual advertising stimuli featuring nature versus urban and indoor scenery. Findings contribute to research in two ways: First, emotional ad responses that are similar to the feelings experienced in nature as well as the retrieval of positive autobiographical memories are identified as intervening processes by which nature advertising imagery increases attitude toward the ad (Aad) and brand (Abr). Second, results indicate these processes are moderated by consumers’ green traits, with green consumers being more susceptible to the persuasive effects of nature advertising imagery even though advertisements were non-green. The processes are furthermoderated by the accessibility of memory of past nature experiences. These findings enrich our knowledge on the effects of specific visual appeals and provide practical implications for visual advertising effectiveness.

Autor Patrick Hartmann, Vanessa Apaolazza, Martin Eisend
Titel des Aufsatzes Nature Imagery in Non-Green Advertising: The Effects of Emotion, Autobiographical Memory, and Consumer’s Green Traits
Jahr 2016
Zeitschrift Zeitschrift Journal of Advertising
Ausgabe / Nummer 45/4
Ranking B (VHB-Jourqual 2.1 (2011))
Seiten 427-440

Einordnung in die Universitätsstruktur

Fakultät Wirtschaftswissenschaftliche Fakultät
Lehrstuhl Professur für Betriebswirtschaftslehre, insbesondere Marketing

Bibliographische Angabe

Patrick Hartmann, Vanessa Apaolazza, Martin Eisend: Nature Imagery in Non-Green Advertising: The Effects of Emotion, Autobiographical Memory, and Consumer’s Green Traits. In: Journal of Advertising 45/4, 2016, S. 427-440.