The Determination of the impact of emotional advertising appeals on willingness to recycle
ENThe importance of recycling is undeniable for the circular economy and it is one of the main strategies for waste minimization. Therefore, effectively performed encouragement of recycling becomes urgent. Social advertising that promotes recycling is one of the methods to encourage society to reach higher levels of recycling. Thus, it is of interest to determine whether a negative appeal (fear) or a positive appeal (joy) makes a bigger impact on willingness to recycle. Yet, this has rarely been studied directly. Therefore, the scientific problem solved in the article is: how does joy and fear advertising appeals impact willingness to recycle? This paper aims to determine the impact of joy and fear advertising appeals on willingness to recycle. To reach the aim of the article, the implicit association test and questionnaire survey were provided. The analysis of research results revealed that the fear appeal advertisement for recycling seems more interesting, but the implication can be made that a bigger impact on the attitude toward recycling and willingness to act is made by joy appeal advertisement which is preferred unconsciously. Keywords: advertising appeal, emotional appeal, willingness to recycle, attitude toward recycling. [From the publication]
