Identifying with (in)congruent narratives: Determining the effectiveness of sustainability (2015)
Brett Sherrick, Jennifer Hoewe
This study investigates how advertising-based sustainability messaging is influenced by message-source congruity, narrative engagement, and identification. Using two experimental designs, the results show that sustainability messaging improves evaluations of sources that are congruent with sustainability messaging, when compared to sources that are not.
- Research Journal Communications Research Reports: The roles of congruity, narrative, and identification in sustainability messaging