綠色廣告訴求：時間框架，訊息特性與個人特質對消費者綠色產品態度之影響

This research examines the role of the message time frame in green communications. Green communication messages often emphasize environmental consequences within a certain time frame (e.g., ＂Oil reserve will be depleted in 40 years＂). Based on the notion of utility discounting, it is hypothesized that the time frame in green communications would have an effect on consumer attitudes toward green products. It would also interact with other message and individual characteristics to influence consumer attitudes. Two studies were conducted to investigate these relationships. Study 1found that short-term time frames are more effective in shaping consumer attitudes toward green products than long-term ones. Negative information is also more effective than positive information. The time frame also interacts with the message valence (positive vs. negative information) to produce differential effects on consumer attitudes toward green products. The message time frame and valence, furthermore, are also moderated by consumers' regulatory focus. Study 2 investigated the role of the message time frame in the context of the message's regulatory focus (i.e., promotional vs. preventive messages) and consumers' environmental consciousness. The short-term appeal was again found to be stronger than the long-term appeal, and a preventive message was more effective than a promotional message. The difference between the short-term and the long-term time frames is stronger for low rather than high environmental consciousness consumers, as is true of promotional vs. preventive messages. Finally, the message time frame, message's regulatory focus, and environmental consciousness would interact to influence consumers' attitude toward green communications.