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- W2889484861 abstract "This study examined whether and when information type (concrete vs. abstract) is an effective advertising strategy for fair trade products. The results of two experimental studies demonstrated that when a fair trade ad features a negative image and message (i.e., visual-written congruency), a concrete message results in greater consumer curiosity and willingness to pay a higher price for fair trade products relative to an abstract message. In contrast, when a negative image with a positive message (i.e., visual-written incongruency) is used, an abstract message increases consumer’s curiosity and willingness to pay a higher price. However, information type effects on consumers’ perceptions were not significant when a positive image appeared in the fair trade ad. Our findings suggest that advertisers who promote fair trade products should consider the combination of information and visual-written (in)congruency, as proper selection is likely to increase a consumer’s curiosity and willingness to pay a premium for fair trade products." @default.
- W2889484861 created "2018-09-07" @default.
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- W2889484861 date "2018-08-30" @default.
- W2889484861 modified "2023-10-02" @default.
- W2889484861 title "Fair trade advertising: Influences of information type and emotional appeal congruency" @default.
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- W2889484861 doi "https://doi.org/10.1080/13527266.2018.1511626" @default.
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