The UBC Sauder Marketing and Behavioural Science Division and the Dhillon Centre for Business Ethics are please to host a research talk “Are Two Reasons Better Than One? The Role of Appeal Type in Consumer Responses to Sustainable Products” by Dr. Laura Marie Edinger-Schons on August 24, 2018.
In the face of the growing prevalence of multiple appeals to sustainable consumption in marketers’ sustainable product communications, Edinger-Schons examines the efficacy, in terms of consumer reactions, of adding an extrinsic appeal (e.g., “Purchase this green product to save money!”) to an intrinsic appeal (e.g., “Purchase this green product to save the environment!”) based communication for a sustainable product.
Edinger-Schons is a professor of corporate social responsibility at the University of Mannheim in Germany.
Friday, August 24, 2018
9th Floor, Henry Angus Building
UBC Sauder School of Business
2053 Main Mall, Vancouver