ERIC Number: ED456478
Record Type: Non-Journal
Publication Date: 2001-Aug
Reference Count: N/A
Do News Media Messages Mitigate the Effect of Corporate Environmental Ads? A Test of Source Credibility and Message Balance.
Trent, John; Greer, Jennifer
Factors that influence attitudes toward a corporate environmental advertisement and its sponsoring company were examined with a quasi-experimental design. Subjects (undergraduate students) read one of five news stories about an ad touting an oil company's active environmental involvement to test for the effects of publication credibility and message balance. Exposure to any story about the ad lowered evaluation of the ad and company. Subjects who read stories containing only negative information about the ad rated the company lower than subjects who read balanced stories. Publication credibility did not influence attitudes. Subjects' environmental involvement, environmental participation, experience with oil companies, and political affiliation influenced attitudes toward the ad and company. (Contains 56 references and 2 tables of data.) (RS)
Descriptors: Advertising, Credibility, Environment, Higher Education, Mass Media Effects, Mass Media Role, News Writing, Student Attitudes
For full text: http://list.msu.edu/archives/aejmc.html.
Publication Type: Reports - Research; Speeches/Meeting Papers
Education Level: N/A
Authoring Institution: N/A