An important characteristic of green advertising is its association with scientific research findings (Carlson, Grove, and Kangun 1993). Emerging from quantitative measurement of the impact of human activities on the environment, green advertising claims are oftentimes substantiated with numerical information, because of the specificity about the quantifiable environmental benefits and the scientific connotations (Nakajima 2001). However, no prior work has examined the effect of numerical information in green advertising, especially with regard to the level of precision. The present research addresses this void and contributes to the literature by demonstrating the signaling effect of numerical precision on consumer perceptions of an advertised company's competence.
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