Purpose – The aim of the paper is to investigate the impact of pre‐existing audience mood on responses to health public service advertisements (PSAs). The paper also aims to show the practical and theoretical importance of mood as a variable in health communication....

Purpose – The effectiveness of social marketing communication should depend both on message features and on the psychological characteristics of message recipients. This premise was tested in an experiment focused on why consumers may respond differently to different types of pro-recycling...

Purpose Successful marketing communication campaigns require a thorough assessment of the public's current perceptions and attitudes toward the topic of the campaign. Such insights are most likely attained if a range of research methods are employed. However, in the area of pro-environmental...