Repetitive message effect in green marketing communication

This study paid attention to the effects of repetition message on Planned Behavior Theory. An experiment was conducted in which communication effect were examined for a message repetition at three levels of message exposure. The obtained data demonstrated the results of this conceptual perspective i...

Full description

Saved in:
Bibliographic Details
Main Authors: Ma, Tsung-Kuang E., Yang, Dong Jenn, Hong Ngoc Truong
Format: Conference Proceeding
Language:English
Subjects:
Advertising
Attitude control
Educational institutions
Green marketing
Green products
planned behaviour theory
Position measurement
Psychology
Recycling
repetitive message effect
social marketing communication
Online Access:Request full text
Tags: Add Tag
No Tags, Be the first to tag this record!
Description
Summary:This study paid attention to the effects of repetition message on Planned Behavior Theory. An experiment was conducted in which communication effect were examined for a message repetition at three levels of message exposure. The obtained data demonstrated the results of this conceptual perspective in examining repetitive communicating of message effectiveness in recycling issue of green marketing.
DOI:10.1109/ICECC.2011.6068000