How Downplaying Product Greenness Affects Performance Evaluations: Examining the Effects of Implicit and Explicit Green Signals in Advertising

@HULLPSY Manuscript released from #wrro https://t.co/SX88MRY9f5 #OpenAccess @LeedsUniBSchool @LUBSMarkDiv

🍃 Green is good, right? 🌳 Consumers don’t always see it that way. New research suggests downplaying product greenness could increase sales. To read these findings, visit: https://t.co/aL5JU3hZIT #academicresearch https://t.co/OqSOeqCKaC

A new study examines "the concept of “green understatement” compared with “green emphasis” in green product advertising as a strategy to enhance performance evaluations." To read the findings, visit: https://t.co/X1OAPgcAdp #academictwitter https://t.co/

“implicit (versus explicit) communication about greenness leads to higher performance evaluations for products that are less commonly green (Study 1) and for products that have an optional green mode (Study 2)” https://t.co/0enGx2tDxz