KOREASCHOLAR

MESSAGE ASSERTIVENESS AND PRODUCT DISCOUNTS IN SUSTAINABILITY PERSUASION: COMPARISONS AMONG AMERICANS AND KOREANS

Dongwon Choi, Hyejin Bang, Yeonshin Kim, Tae Hyun Baek, Sukki Yoon
  • LanguageENG
  • URLhttp://db.koreascholar.com/Article/Detail/350998
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Global Marketing Conference
2018 Global Marketing Conference at Tokyo (2018.07)
p.575
글로벌지식마케팅경영학회 (Global Alliance of Marketing & Management Associations)
Abstract

This research examines how price discount, message assertiveness, and national culture interact to influence consumers’ response to the recycling messages on product packages. Results showed that American consumers respond more negatively to assertive (vs. nonassertive) recycling messages when paying a full price for the product, but they respond more positively to assertive (vs. nonassertive) messages when paying a discounted price for the product. For South Korean consumers, price discount and message assertiveness do not influence their responses to recycling advertising.

Keyword
price discountmessage assertivenessculturesustainability persuasion
Author
  • Dongwon Choi(Kookmin University, Republic of Korea)
  • Hyejin Bang(University of Kansas, USA)
  • Yeonshin Kim(Myongji University, Republic of Korea)
  • Tae Hyun Baek(University of Kentucky, USA)
  • Sukki Yoon(Bryant University, USA)