@misc{10498/34544,
year = {2021},
month = {6},
url = {http://hdl.handle.net/10498/34544},
abstract = {The aims of the present study were: (a) to analyze the advertising message
of renewable energies using eye-tracking technology, based on
differences in the level of attention captured according to message
valence (positive, neutral and negative) and the message framing; and
(b) to evaluate the moderating role of consumers’ level of
environmental concern and their self-regulatory focus. The results
demonstrate differences in the time taken for low-elaboration stimuli to
start to take effect for participants with high and low concern for the
environment. It is also found that negative text-based advertisements
are the most effective at attracting attention. In general terms,
participants with the greatest concern for environmental matters tend
to focus more quickly and more frequently on these negative stimuli,
which require a greater degree of elaboration. The study also presents
interesting recommendations for the development of awareness-raising
campaigns about renewable energy.},
organization = {This study was conducted with the financial support received from the Spanish Ministry of Economy and Competitiveness [Research Project ECO2012-39576], the Economy, Innovation, Science and Employment Division of the
Andalusian Regional Government [Research Projects P12-SEJ-1980] and the Instituto Universitario para el Desarrollo Social Sostenible (INDESS)},
publisher = {Taylor and Francis},
keywords = {Renewable energies},
keywords = {message-framing},
keywords = {environmental concern},
keywords = {eye tracking},
keywords = {regulatory focus},
keywords = {green advertising},
title = {The Effect of Consumer Concern for the Environment, Self-Regulatory Focus and Message Framing on Green Advertising Effectiveness: An Eye Tracking Study},
doi = {10.1080/17524032.2021.1914701},
author = {Gómez Carmona, Diego and Muñoz Leiva, Francisco and Liébana Cabanillas, Francisco and Nieto-Ruiz, Ana and Martínez-Fiestas, Myriam, and Campoy, Cristina},
}