Try to Persuade Sentimentally or Rationally: The Choice of Advertising Appeals of Green Products

@article{Li2011TryTP,
  title={Try to Persuade Sentimentally or Rationally: The Choice of Advertising Appeals of Green Products},
  author={Jianxin Li and Mingjing Song},
  journal={2011 International Conference on Management and Service Science},
  year={2011},
  pages={1-5}
}
An increasing number of enterprises begin to implement the green sale strategy initiatively or passively and advertise green products, however, how to choose appropriate advertising appeals according to different types of products confuses enterprises and is rarely involved in the existing literature. This paper simulated series of experiments and analyzed… CONTINUE READING

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