Influences of Product Involvement, Environmental Message and Green Advertising Appeals on Consumers’ Attitudes towards Advertising
通过2x2x2因子实验，研究了产品涉入度、环境信息和绿色广告诉求如何交互影响消费者对广告的态度，发现高涉入度消费者对理性广告设计态度更好，环境信息无显著差异。
This study probes into the influence of interaction among Product Involvement, Environmental Message and Green Advertising Appeals on attitude towards advertising. The study employs an empirical research by 2x2x2 between subject factorial design. The result demonstrates that high-involvement subjects, with or without the indication of Environmental Message, have better attitude towards advertising with regard to rational advertising design. Environmental Messages do not reveal significant difference on attitude towards advertising. Intensity of message content should be enhanced and this study can function as criterion for future researches. Keywords : Involvement, Environmental Message, Advertising Appeals, Green Marketing, Elaboration Likelihood Model (ELM)