Skip to main content

Acceptance of Recycling Appeals: The Moderating Role of Perceived Consumer Effectiveness

Buy Article:

$55.00 plus tax (Refund Policy)

Abstract:

This study tests the effectiveness of positively and negatively framed messages as a function of consumers' confidence in their ability to improve the environment, or "perceived consumer effectiveness" (PCE). High-PCE consumers are shown to be more receptive to negatively framed messages than those who are low in PCE. This is seen in their stronger belief in the claims made in negatively framed messages and more favourable message attitudes. Implications are discussed for a variety of environmental and social causes for which negative framing may help to communicate the adverse consequences of failure to change behaviour.

Document Type: Research Article

DOI: https://doi.org/10.1362/026725798784867752

Publication date: 1998-07-01

More about this publication?
  • Access Key
  • Free content
  • Partial Free content
  • New content
  • Open access content
  • Partial Open access content
  • Subscribed content
  • Partial Subscribed content
  • Free trial content
Cookie Policy
X
Cookie Policy
Ingenta Connect website makes use of cookies so as to keep track of data that you have filled in. I am Happy with this Find out more