Affect Transfer
According to the Affect Transfer Hypothesis, an attitude toward an advertisement can directly influence what?
Attitude toward the advertised brand.
What does CSR stand for?
Corporate Social Responsibility.
pproximately how many packaged food products were examined in the Australian supermarket research discussed today?
More than 27,000.
Which coffee-pod brand discussed today faced legal action concerning recyclability claims?
Keurig / Keurig Green Mountain.
An ad uses beautiful forests and uplifting imagery, making viewers feel positively toward the brand. What framework can help explain this?
The Affect Transfer Hypothesis.
A company exaggerates how environmentally friendly its product is. What concept best describes this?
Reveal answerBack to board
Greenwashing.
About what proportion of products carried some form of sustainability claim?
Nearly 4 in 10, or about 40%.
Which tea brand faced allegations concerning “natural” or “naturally flavoured” claims?
Snapple.
Why can words such as “sustainable” and “ethical” be valuable in advertising?
Their positive associations may contribute to a more favourable perception of the brand.
What is the key problem in CSR-washing?
The socially responsible image being communicated does not reflect the organisation’s actual practices.
What percentage of the sustainability claims discussed were independently verified through third-party certification?
16%
How can Companies prevent greenwashing internally?
Through actions and measurable outcomes that GENUINELY alignwith CSR claims. This may include longterm partnerships or donations