How Claim Specificity Can Improve Claim Credibility in Green Advertising
通过在线实验发现，绿色广告中具体的主张能提升消费者对产品绿色声明的可信度，且不受产品环保相关性的影响。
<h3>ABSTRACT</h3> 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.