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The roles of congruity, narrative, and identification in sustainability messaging
Communication Research Reports Pub Date : 2022-01-22 , DOI: 10.1080/08824096.2022.2027751
Brett Sherrick , Jennifer Hoewe

ABSTRACT

This study investigates how advertising-based sustainability messaging is influenced by message-source congruity, narrative engagement, and identification. Using two experimental designs, the results show that sustainability messaging improves evaluations of sources that are congruent with sustainability messaging, when compared to sources that are not. Featuring groups of people – rather than an individual – in these messages may work to further magnify those positive evaluations (Study 1). Most interestingly, while narrative messaging was not on-the-whole more persuasive, a message presented in narrative form appears effective in overcoming message-source incongruity in the context of sustainability-focused advertisements.



中文翻译:

一致性、叙述性和识别在可持续性信息传递中的作用

摘要

本研究调查了基于广告的可持续性信息如何受到信息源一致性、叙述参与和识别的影响。使用两个实验设计,结果表明,与不符合可持续性信息的来源相比,可持续性信息改进了对符合可持续性信息的来源的评估。在这些信息中描绘一群人——而不是个人——可能会进一步放大这些积极的评价(研究 1)。最有趣的是,虽然叙事信息总体上并没有更具说服力,但在以可持续性为重点的广告背景下,以叙事形式呈现的信息似乎有效地克服了信息来源的不一致。

更新日期:2022-01-22
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