Assertive Environmental Advertising and Reactance: Differences Between South Koreans and Americans

2017/08/29 by Yeonshin Kim, Tae Hyun Baek, Sukki Yoon +2 · 1 citation
Business, Management and Accounting · Environmental Science · #Consumer Behavior in Brand Consumption and Identification #Environmental Sustainability in Business #Environmental Education and Sustainability

paper · doi:10.1080/00913367.2017.1361878

Abstract

In three studies, the authors show that Americans and South Koreans react differently to environmental advertising campaigns featuring assertive messages that threaten autonomous freedoms. The find...

Citations

• The moderator-mediator variable distinction in social psychological research: Conceptual, strategic, and statistical considerations.
• The moderator–mediator variable distinction in social psychological research: Conceptual, strategic, and statistical considerations.

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