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dc.contributor.advisorLeshner, Glenneng
dc.contributor.authorMaruniak, Andreaeng
dc.date.issued2009eng
dc.date.submitted2009 Springeng
dc.descriptionThe entire thesis text is included in the research.pdf file; the official abstract appears in the short.pdf file; a non-technical public abstract appears in the public.pdf file.eng
dc.descriptionTitle from PDF of title page (University of Missouri--Columbia, viewed on November 18, 2009).eng
dc.descriptionThesis advisor: Dr. Glenn Leshner.eng
dc.descriptionM.A. University of Missouri--Columbia 2009.eng
dc.description.abstractAn increase in society's environmental consciousness has spurred the use of environmental marketing strategies by many companies. This study sought to increase understanding of how participants react to environmental advertising for both for- and non-profits, as well as to determine whether certain reactions predicted behavioral intentions. This study also examined whether environmental marketing would affect consumers' attitudes toward the organization. A simple mediation model was proposed where perceived credibility of the ads based on profit status would negatively predict third-person perceptions, which in turn positively predicted third-person behavioral intentions. The mediation models confirmed expectations for both for- and non-profits. Higher ad credibility led to weaker third-person perceptions, which led to weaker third person behavioral intentions. The models suggest that participants were more influenced by ads with higher perceived credibility, and that this perceptual difference translated to reported higher behavioral intentions. Attitudes toward the for-profit organizations became more positive after viewing the ads to the level of the non-profits. The results are discussed in terms of theoretical contributions to third-person effects research and implications for industry.eng
dc.description.bibrefIncludes bibliographical references.eng
dc.format.extentvii, 51 pageseng
dc.identifier.merlinb73092605eng
dc.identifier.oclc467272388eng
dc.identifier.urihttps://doi.org/10.32469/10355/6579eng
dc.identifier.urihttps://hdl.handle.net/10355/6579
dc.languageEnglisheng
dc.publisherUniversity of Missouri--Columbiaeng
dc.relation.ispartofcommunityUniversity of Missouri-Columbia. Graduate School. Theses and Dissertations. Theses. 2009 Theseseng
dc.rightsOpenAccess.eng
dc.rights.licenseThis work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivs 3.0 License.
dc.subject.lcshGreen marketingeng
dc.subject.lcshEco-labelingeng
dc.subject.lcshAdvertising -- Green productseng
dc.subject.lcshConsumers -- Attitudeseng
dc.titleA mediation model of the impact of for- and non-profit environmental advertisingeng
dc.typeThesiseng
thesis.degree.disciplineJournalism (MU)eng
thesis.degree.grantorUniversity of Missouri--Columbiaeng
thesis.degree.levelMasterseng
thesis.degree.nameM.A.eng


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