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- W2920142081 endingPage "1333" @default.
- W2920142081 startingPage "1333" @default.
- W2920142081 abstract "Recent green advertising research has focused on the effectiveness of different advertising claims and people’s interactions with the environment or environmental concerns, indicating the significant role of visual appeals in influencing people’s environmental attitudes. However, surprisingly, only a limited amount of research has addressed the effect of lettering case in green advertising on people’s perceptions and their consequent environmental concerns. This study tries to fill in this research gap by showing that uppercase (vs. lowercase) advertising taglines on environmental threats could improve people’s fear arousal, advertising congruence, environmental concern and the mediating role of fear arousal and congruence in this process. The managerial implications and limitations are also discussed in this study." @default.
- W2920142081 created "2019-03-11" @default.
- W2920142081 creator A5030440991 @default.
- W2920142081 creator A5083045543 @default.
- W2920142081 date "2019-03-04" @default.
- W2920142081 modified "2023-10-16" @default.
- W2920142081 title "Design for Sustainability: The Effect of Lettering Case on Environmental Concern from a Green Advertising Perspective" @default.
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- W2920142081 doi "https://doi.org/10.3390/su11051333" @default.
- W2920142081 hasPublicationYear "2019" @default.
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