The influence of message framing and time metaphors in green advertising on consumer effects: an examination based on the mediating role of approach-avoidance motivation

Frontiers in Psychology, Journal Year: 2025, Volume and Issue: 16

Published: Feb. 27, 2025

There is currently a discrepancy between consumers' understanding and practice of green consumption, resulting in inadequate levels engagement. It crucial for enterprises to design persuasive advertisements enhance willingness make purchases. This research employs the perspective time movement S-O-R theoretical model. Two scenario experiments were conducted alongside questionnaire survey examine effects advertising message framing (gain vs. loss), metaphors (ego-moving time-moving), approach-avoidance motivation on When utilize gain-framing, ego-moving metaphor effectively purchase. Conversely, loss-framing paired with time-moving better promote consumption behaviors. Approach avoidance motivations mediate metaphors. Enterprises should consider matching different information types when designing advertisements. Specifically, aligning gain-framing can significantly consumer purchase intentions. Additionally, marketers focus psychological motivations, as affects impact combinations purchasing willingness. The findings elucidate pathways influencing decisions, assisting optimizing strategies offering practical recommendations effective design.

Language: Английский

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The interaction effect of time metaphors and destination-related user-generated content appeal on visit intention: A construal-level perspective

Tourism Management Perspectives, Journal Year: 2024, Volume and Issue: 54, P. 101315 - 101315

Published: Oct. 4, 2024

Language: Английский

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The impact of Airbnb cover photo shot-scale presentation on consumer decisions

Journal Of Vacation Marketing, Journal Year: 2025, Volume and Issue: unknown

Published: Jan. 9, 2025

The growing competition for Airbnb properties is making their visual appeal increasingly important. Drawing from the elaboration likelihood model theory, this study aims to investigate impact of cover photo shot-scale presentation on consumer decisions (i.e., click-through and booking intention). Four experiments were conducted focusing consumers’ intentions with different experimental stimuli. In particular, results Study 1 ( N = 239) demonstrated interaction effect regulatory focus, showing that promotion focus (vs prevention focus) increases panoramic close-range) photo. 2 176) replicated findings by manipulating as a state. 3 201) revealed mediation role depth information processing between intentions. 4 260) further robustness check confirm reliability findings. This research bridges photography hospitality marketing literature, enriches theories persuasion marketing, offers hosts platform suggestions how use facilitate decisions.

Language: Английский

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Avatar influence: How form realism and message appeal shape Generation Z's travel intentions

Journal of Hospitality and Tourism Management, Journal Year: 2025, Volume and Issue: unknown

Published: Feb. 1, 2025

Language: Английский

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Tourists’ fresh start mindset in destination marketing

Journal of Destination Marketing & Management, Journal Year: 2025, Volume and Issue: 37, P. 101002 - 101002

Published: April 4, 2025

Language: Английский

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Subjective variability of the “just-right feeling”: Effectiveness of social media advertising design

Electronic Commerce Research and Applications, Journal Year: 2024, Volume and Issue: 68, P. 101466 - 101466

Published: Nov. 1, 2024

Language: Английский

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