Lower Perceived Consumer Effectiveness from Calculators

The blog that Kevin Connelly references discusses a problem for those interested in educating and attempting to change attitudes through environmental social marketing: the loss of the subjects' perceived ability to make a difference due to the nature of the appeal itself.

See: The baby is sick/the baby is well: A test of environmental communication appeals. (includes appendices)   (Special Issue on Green Advertising).

Carl Obermiller, L.J. Shrum, John A. McCarty and Tina M. Lowrey. Journal of Advertising v24.n2 (Summer 1995): pp55(16).

J. Clifford Fox, J.D., Ph.D.

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