Do Consumers Prefer Sad Faces On Eco-Friendly Products?
通过三个实验，研究了广告中产品面孔表情（积极或消极）与产品类型（实用或享乐）如何影响消费者对环保产品的购买意愿，并发现加工流畅性和漂绿感知起中介作用。
This study investigates the effects of advertising appeals on consumers’ intentions to purchase environmentally friendly products and services. Specifically, the authors focus on the moderating roles of product facial expressions. Three between-subjects experiments were conducted to reveal the underlying mechanism. Results indicate that, for functional (versus emotional) appeals, positive (versus negative) facial expressions combined with utilitarian (versus hedonic) products are more likely to elicit higher green purchase intention. In these interactions, processing fluency and greenwashing perception play mediating roles.