Go Green! Should Environmental Messages be So Assertive?
Kronrod first author. Three laboratory studies and one field experiment using search advertising covered water saving, plastic recycling and air and sea pollution. How persuasive assertive language was depended on how important recipients thought the issue was: they responded better to pushy requests in domains they already cared about, and needed more suggestive appeals where they lacked conviction. The abstract gives no sample sizes.
Kronrod first author. Three laboratory studies and one field experiment using search advertising covered water saving, plastic recycling and air and sea pollution. How persuasive assertive language was depended on how important recipients thought the issue was: they responded better to pushy requests in domains they already cared about, and needed more suggestive appeals where they lacked conviction. The abstract gives no sample sizes.
Written from the abstract read 2026-10-18.
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Kronrod, A., Grinstein, A., & Wathieu, L. (2012). Go Green! Should Environmental Messages be So Assertive? Journal of Marketing, 76(1), 95-102. doi:10.1509/jm.10.0416.