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Referent Disclosure and Confirmation Bias in Comparative Green Advertising
Keywords: Please select at least two and no more than four. Hold the CTRL key to select multiple
Green/Environmental
Information Processing
Persuasion Knowledge/Skepticism
Public Policy/Public Policy Toward Advertising
Abstract
Comparative claims are ubiquitous in green advertising to emphasize superior environment-friendly product attributes. Potentially misleading use of such comparative claims involves omitting referents deliberately in order to make focal attributes more appealing. The present research examines the signaling effect of disclosing the referent (i.e., "referent disclosure") on consumer perception of the advertised company and purchase intention of the advertised product. The experiment results suggest that referent disclosure signals adherence to cooperative norms, which leads to positive consumer responses. However, confirmation bias appears evident in that consumers tend to interpret referent disclosure in line with their dispositional tendencies in skepticism toward advertising.
First & Corresponding Author
Guang-Xin Xie, University of Massachusetts Boston
Authors in the order to be printed.
Guang-Xin Xie, Fei Wang