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Communication Dans Un Congrès Année : 2014

Investigating Potential Misleading Effects of Executional Cues in Marketing

Résumé

This paper examines the ‘executional greenwashing’ effect, i.e. the use of nature-evoking elements in advertisements to artificially enhance a brand’s ecological image. Theoretical and regulatory implications are discussed.
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Dates et versions

hal-01644822 , version 1 (22-11-2017)

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  • HAL Id : hal-01644822 , version 1

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Béatrice Parguel, Florence Benoît-Moreau, Cristel Antonia Russell. Investigating Potential Misleading Effects of Executional Cues in Marketing. AMA 2014 Marketing & Public Policy Conference, Jun 2014, Boston, MA, United States. ⟨hal-01644822⟩
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