Using strengths to attack weaknesses – The effect of comparative advertising on purchasing intention of green products

Firms increasingly use comparative advertising in green marketing to convey information of green products to consumers, but there is still a lack of research on the effect and mechanism of comparative advertising in the green products field. Across four experimental studies, we show that comparative...

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Detalles Bibliográficos
Autores principales: Ni, Kuocheng, Lin, Yanfeng, Ye, Shenghong, Lin, Zhiheng, Liu, Yunxiao
Formato: Online Artículo Texto
Lenguaje:English
Publicado: Frontiers Media S.A. 2022
Materias:
Psychology
Acceso en línea:https://www.ncbi.nlm.nih.gov/pmc/articles/PMC9687388/
https://www.ncbi.nlm.nih.gov/pubmed/36438390
http://dx.doi.org/10.3389/fpsyg.2022.1051856

Internet

https://www.ncbi.nlm.nih.gov/pmc/articles/PMC9687388/
https://www.ncbi.nlm.nih.gov/pubmed/36438390
http://dx.doi.org/10.3389/fpsyg.2022.1051856

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