Scholar Research Directory / Sustainability
Identifying with (in)congruent narratives: Determining the effectiveness of sustainability (2015)
This study investigates how advertising-based sustainability messaging is influenced by message-source congruity, narrative engagement, and identification. Using two experimental designs, the results show that sustainability messaging improves evaluations of sources that are congruent with sustainability messaging, when compared to sources that are not.
- Research JournalCommunications Research Reports: The roles of congruity, narrative, and identification in sustainability messaging
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