Antecedents of Green Advertisement Credibility
type: CreativeWork
description: Previous research in advertising reveals that consumers use a set of existing knowledge, including persuasion knowledge, topic knowledge, and agent knowledge, to form evaluations and responses to advertising messages (i.e., Friestad & Wright, 1994). Based on the persuasion knowledge model, schema congruity theory, regulatory focus theory, regulatory fit theory, and self-construal theory, this thesis investigates a framework of how consumers use these three types of knowledge to judge the credibility of green advertisements. This thesis then seeks to further explain why and how consumers in various cultures perceive different levels of credibility when they are exposed to the same green products’ advertisements. Two online experiments conducted in Vietnam and one in-person experiment conducted in both Vietnam and New Zealand demonstrate that in order to form evaluations of green message credibility, consumers recall both persuasion knowledge and topic knowledge. They use more persuasion knowledge when their cognitive resources are unconstrained than when their cognitive resources are constrained, and if they use a higher level of persuasion knowledge to process information and think that the advertisement is effective, they will have a higher perception of message credibility. Consumers use topic knowledge in the same manner, regardless of whether their cognitive resources are constrained or unconstrained. To evaluate brand credibility, consumers recall brand knowledge, and they use more brand knowledge when their cognitive resources are constrained than when their cognitive resources are unconstrained. Findings also reveal that consumers will perceive a higher level of message effectiveness and message credibility when the advertised message is framed in accordance with consumers’ chronic regulatory orientation. This is the case regardless of whether consumers are from an independent culture, where most people have a stronger promotion-focused orientation, or from a…
abstract: Previous research in advertising reveals that consumers use a set of existing knowledge, including persuasion knowledge, topic knowledge, and agent knowledge, to form evaluations and responses to advertising messages (i.e., Friestad & Wright, 1994). Based on the persuasion knowledge model, schema congruity theory, regulatory focus theory, regulatory fit theory, and self-construal theory, this thesis investigates a framework of how consumers use these three types of knowledge to judge the credibility of green advertisements. This thesis then seeks to further explain why and how consumers in various cultures perceive different levels of credibility when they are exposed to the same green products’ advertisements. Two online experiments conducted in Vietnam and one in-person experiment conducted in both Vietnam and New Zealand demonstrate that in order to form evaluations of green message credibility, consumers recall both persuasion knowledge and topic knowledge. They use more persuasion knowledge when their cognitive resources are unconstrained than when their cognitive resources are constrained, and if they use a higher level of persuasion knowledge to process information and think that the advertisement is effective, they will have a higher perception of message credibility. Consumers use topic knowledge in the same manner, regardless of whether their cognitive resources are constrained or unconstrained. To evaluate brand credibility, consumers recall brand knowledge, and they use more brand knowledge when their cognitive resources are constrained than when their cognitive resources are unconstrained. Findings also reveal that consumers will perceive a higher level of message effectiveness and message credibility when the advertised message is framed in accordance with consumers’ chronic regulatory orientation. This is the case regardless of whether consumers are from an independent culture, where most people have a stronger promotion-focused orientation, or from a…
author: Truong, Hoang Anh Tho
keywords: Green advertisement, Persuasion knowledge model, Ad credibility, Regulatory focus
date published: 2019
date modified: 2026-07-27T18:45:53Z
provider: AUT University
publisher: Networked Digital Library of Theses and Dissertations
type: WebPage
source organization: AUT University