Are Two Reasons Better Than One? The Role of Appeal Type in Consumer Responses to Sustainable Products
研究了在可持续产品沟通中同时使用内在和外在诉求（如环保和省钱）如何降低消费者偏好，原因是消费者质疑企业的内在动机，但对低参与度消费者有正面效果。
In the face of the growing prevalence of multiple appeals to sustainable consumption in marketers’ sustainable product communications, we examine the efficacy, in terms of consumer reactions, of adding an extrinsic appeal (e.g., “Purchase this green product to save money!”) to an intrinsic appeal (e.g., “Purchase this green product to save the environment!”) based communication for a sustainable product. Three studies provide support for our basic assertion that, compared to an intrinsic appeal, joint appeals (i.e., an intrinsic and extrinsic appeal together) reduce consumer preference for sustainable products. As well, these studies demonstrate that this adverse effect of joint appeals is based on a lowering of consumers’ attributions of the company's sustainability efforts to intrinsic motives (e.g., to the company's genuine concern for the environment). Finally, not all consumers react adversely to joint appeals; relative to intrinsic appeals, such appeals increase, rather than decrease, the intrinsic attributions and sustainable product preferences for consumers with lower involvement with sustainable consumption.