How claim specificity can improve claim credibility in Green Advertising: Measures that can boost outcomes from environmental product claims

GANZ, Benjamin and GRIMES, Anthony (2018). How claim specificity can improve claim credibility in Green Advertising: Measures that can boost outcomes from environmental product claims. Journal of Advertising Research, 58 (2).

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Link to published version:: https://doi.org/10.2501/JAR-2018-001

Abstract

This study establishes claim specificity as a conceptually distinct message characteristic and a robust antecedent of claim credibility. The relationship between the specificity and the credibility of green claims is examined by way of a 2 × 2 online experiment, with a broad sample of consumers. The results show that being specific increased the perceived credibility of green claims across a range of products, regardless of their perceived environmental relevance. Theoretical, practical, and research implications are discussed.

Item Type: Article
Research Institute, Centre or Group - Does NOT include content added after October 2018: Sheffield Business School Research Institute > Marketing and Strategy
Departments - Does NOT include content added after October 2018: Sheffield Business School > Department of Management
Identification Number: https://doi.org/10.2501/JAR-2018-001
Depositing User: Anthony Grimes
Date Deposited: 09 Aug 2018 15:48
Last Modified: 16 Jul 2019 01:18
URI: http://shura.shu.ac.uk/id/eprint/22200

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