Examining Narrative Persuasive Messages for Hybrid Vehicles

Open Access
Author:
Lee, Donghee
Graduate Program:
Media Studies
Degree:
Master of Arts
Document Type:
Master Thesis
Date of Defense:
June 19, 2015
Committee Members:
  • Michel M Haigh, Thesis Advisor
Keywords:
  • Hybrid Car
  • Marketing
  • Persuasion
  • Narrative vs. Statistic
Abstract:
Because of their environmentally beneficial features, hybrid vehicles have gained popularity in the U.S. automotive market. Consumer-marketing research has investigated consumer characteristics for green-products as well as alternative fuel vehicles. The current study tests different types of messages (narrative vs. statistical) and message content characteristics (fuel economy vs. environmental impact) to investigate which type of message would generate more positive attitudes and greater purchase intent of hybrid vehicles. Results indicate statistical messages may generate more positive attitudes and greater purchase intent towards hybrid vehicles than narratives, and suggest participants are more interested in the environmental impact of hybrid vehicles than their fuel economy.