AAA Annual Conference 2019

DongJae (Jay) Lim, University of Georgia
Tae Hyun Baek, University of Kentucky
Sukki Yoon, Bryant University
Yeonshin Kim, Myongji University

Through a 2x2 x2 between-subjects experiment, this study examined effects of cartoon images (versus actual picture) on green advertising using environmental threat appeals. Results indicated using cartoon images exerted significant main effects on attitude toward the ad. For future purchase intention, effect of cartoon images interacted with consumer’s level of issue involvement and moral identity. Especially, consumers with low level of issue involvement and low level of moral identity showed more favorable intention to purchase green products. The findings demonstrate cartoons should be used with caution and might not serve as an effective cue for high involved consumers.