How Anatomical Depiction in Advertisements Increase Recycling Intention: Making Internal Components Visible
研究通过五个实验发现，在可持续广告中展示产品内部组件能增强消费者对产品剩余功能的感知，从而提高回收意愿，但产品形态扭曲会削弱此效果。
This study investigates whether displaying a product’s internal components in sustainability-focused advertisements can boost recycling intentions. Five experiments show that such anatomical depictions enhance consumers’ perceived leftover functionality of the product, leading to stronger recycling intentions. This effect is attenuated when the product form is distorted. These findings highlight the positive impact of showcasing internal components in ads and offer valuable insights for designing more effective recycling campaigns.