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Examining Narrative Persuasive Messages for Hybrid Vehicles

Author
Lee, Donghee
Published
[University Park, Pennsylvania] : Pennsylvania State University, 2015.
Physical Description
1 electronic document
Additional Creators
Haigh, Michel
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Open Access.
Summary
Because of their environmentally beneficial features, hybrid vehicles have gained popularity in the U.S. automotive market. Consumer-marketing research has investigated consumer characteristics for green-products as well as alternative fuel vehicles. The current study tests different types of messages (narrative vs. statistical) and message content characteristics (fuel economy vs. environmental impact) to investigate which type of message would generate more positive attitudes and greater purchase intent of hybrid vehicles. Results indicate statistical messages may generate more positive attitudes and greater purchase intent towards hybrid vehicles than narratives, and suggest participants are more interested in the environmental impact of hybrid vehicles than their fuel economy.
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Dissertation Note
M.A. Pennsylvania State University 2015.
Technical Details
The full text of the dissertation is available as an Adobe Acrobat .pdf file ; Adobe Acrobat Reader required to view the file.
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