Pride Appeals and Temporal Framing Compatibility Effects in Green Advertising

Positive emotional appeals, such as pride appeals, have not received much attention in research on green advertising. In the current research, results from two experiments reveal compatibility effects between an authentic, versus hubristic, pride appeal and proximal, versus distal, temporal message frame. Study 1 demonstrates these effects in the context of an advertisement for a green product, while Study 2 demonstrates these effects in the context of a public service announcement (PSA) promoting green behaviors. Additionally, processing fluency mediated the interaction between pride appeal type and temporal message frame.